WildBrain CPLG Inks Partnership with MINISO

WildBrain CPLG has struck a direct-to-retail partnership with MINISO, which will see hundreds of new consumer products for Teletubbies, Strawberry Shortcake and In the Night Garden launch in over 5,000 MINISO stores worldwide. WildBrain CPLG’s China team brokered the partnership on behalf of WildBrain. 

Under the new WildBrain partnership, MINISO will launch products in China for In the Night Garden this fall. Teletubbies (China and international) and Strawberry Shortcake (international) will follow next year. Product categories for all brands include toys, consumer electronics, personal care, cosmetics, stationery, accessories, homeware, tableware and drinkware. Outside Greater China, the partnership will see products launched in MINISO’s network of lifestyle stores across North America, Latin America, Europe, Southeast Asia (excluding Japan), the Middle East and Africa. 

This new deal builds on the recently announced partnership between MINISO and Peanuts, also brokered by WildBrain CPLG’s China team on behalf of Peanuts Worldwide.  

“MINISO has incredible reach via its growing network of stores around the world and is rapidly cementing its position as a destination for consumers to find high-quality, joyful lifestyle products at accessible price points,” says Benjamin Bao, vice president, China, WildBrain CPLG. “This partnership marks a significant step forward in our global licensing campaigns for these beloved franchises, highlighting our commitment to bringing fans closer to the brands they love through creative and design-led products. It is also a testament to our approach of leveraging our deep local expertise, such as with our licensing team in Shanghai, as part of our strategy to amplify brands for global audiences.”

The announcement of the partnership with MINISO follows WildBrain CPLG’s recent expansion across APAC with an expansion of its Shanghai team and dedicated new offices and teams in Seoul, Taipei and Singapore. 

“Partnering with renowned IPs is a key part of our strategy as we aim to transform into a global lifestyle super brand,” says Ada Dou, executive vice president, MINISO. By focusing on interest-driven consumption, MINISO aims to solidify its position as a prominent player in IP collaboration for lifestyle products. Through these partnerships, we can establish a deeper emotional connection with consumers and further enhance the brand’s identity.”