The 1980s fitness expert will have a cross-category licensing program run by WildBrain CPLG.

License Global

June 12, 2020

1 Min Read
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WildBrain CPLG has been tapped by Plaster Partners to represent 1980s fitness expert Richard Simmons worldwide.

The company is now developing a cross-category licensing program for Simmons. WildBrain CPLG will be targeting adults across key categories, including accessories, food and beverage, footwear, fitness and sporting goods, publishing, health and beauty, social stationery and digital applications.

“Richard Simmons is one of the most iconic figures in fitness, recognised internationally for his infectiously positive attitude and energetic home workouts,” says Alyssa Gourlay, director, business development, WildBrain CPLG N.A. “With the surge of interest in his vintage work-out routines on YouTube, as people discover exercise content they can enjoy at home, we’re looking forward to bringing consumers an exciting range of products reflecting Simmons’ colourful and hi-octane personality, while also tapping into the nostalgia for the 1980s home aerobics genre.”

WildBrain CPLG has secured its first wave of partners for Simmons in North America, brokered on behalf of Plaster Partners, the brand marketing venture from Richard Simmons’ long-time manager Michael Catalano and licensing executive Brittany Straede. Kicking off the licensing program are: NECA for games, toys, action figures and boxes; Funko for figurines; Mad Engine for apparel and sleepwear; Pyramid for posters and stationery; TF Publishing for calendars; for dress-up; and Super Impulse for novelty gifts.

“We’re thrilled that WildBrain CPLG will be leading the charge to bring all things Richard to a global audience,” says Michael Catalano, manager for Simmons. “Richard continues to be one of the most revered and loved fitness personalities of all time. His licensed line will be pure Richard – fun, motivational and inspiring.”

The first products are scheduled to launch in the market for holiday season 2020.

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License Global

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