Hasbro, WildBrain CPLG Expand Representation Deal to Benelux

Hasbro has expanded its deal with WildBrain CPLG to serve as its sub-representative in the Benelux region, which includes The Netherlands, Belgium and Luxembourg.

The deal sees WildBrain CPLG represent Hasbro's merchandise, publishing, promotions and short-term location-based entertainment business across the region. Hasbro's portfolio includes classic toy brands such as NERF and My Little Pony.

"Benelux is a region with tremendous potential to develop consumer products," says Marianne James, vice president, EMEA, Hasbro Consumer Products. "We are thrilled to expand WildBrain CPLG's relationship beyond the Nordics and take some of Hasbro's most powerful and beloved brands such as NERF, Monopoly, Play-Doh and My Little Pony to the next level, unlocking new licensing opportunities with local licensees and retail partners." 

The partnership expands the terms of WildBrain CPLG and Hasbro's previous deal, which saw the toymaker tap the firm to be its licensing agent in Denmark, Sweden, Norway, Iceland, Finland, Faroe Islands and Greenland. It also comes less than a week after WildBrain CPLG announced it would represent Spin Master in EMEA.

"We are delighted to extend our relationship with Hasbro," says Maarten Weck, executive vice president and managing director, WildBrain CPLG. "Benelux is a market with significant growth opportunity for Hasbro's diverse portfolio of brands, and we are already working closely with the Hasbro team to build a comprehensive consumer products program in the region."