Wildbrain CPLG Nabs University of Southern California Deal

Agency’s university brand portfolio expands with addition of Los Angeles-based institution for Europe, U.K., MENA and more.
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November 11, 2021


WildBrain CPLG has been appointed to represent the University of Southern California (USC) across Europe, the U.K., Middle East and North Africa, South Asia, Australia and New Zealand. WildBrain CPLG will assemble a cross‐category merchandise program for the Los Angeles, Calif.-based university with target categories including apparel, accessories, home, gifting, back to school and health and beauty.

Founded in 1880, USC is a leading private research university. WildBrain CPLG will utilize the university’s marks, seal and heritage assets, as well as graphics from the university’s intercollegiate athletics teams, to create a consumer products range. The representation deal with USC builds on WildBrain CPLG Lifestyle’s current remit for U.S. university brands, including Yale University for EMEA, Russia, Australia and North America, and Harvard University for EMEA and Russia.

“We continue to see a robust retail and consumer trend for collegiate and varsity‐inspired designs, and our extensive

international campaigns with Yale and Harvard universities are testament to this,” says Victoria Whellans, group brands director, WildBrain CPLG Lifestyle. “With USC’s Californian roots and effortless ‘SoCal’ graphics, the school perfectly complements our existing portfolio of iconic U.S. institutions, and we’ll utilize our strong licensee and retail relationships to support the growth of an engaging merchandise offering for the brand.”

“We are pleased to partner with WildBrain CPLG to pursue new licensing opportunities outside of the U.S.,” says Steve Fuller, associate director, trademarks and licensing, University of Southern California. “We look forward to leaning on WildBrain CPLG’s expertise to find the right mix of licensees to deliver quality products, and further extend USC’s brand presence at retail.”

USC has previously held successful U.S. licensing partnerships with brands including Nike, Stance Socks, New Era (caps), Panini (trading cards) and Victoria’s Secret Pink (apparel).

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