emoji brand, WildBrain Partner up to Launch ‘emojitown’

WildBrain CPLG to build and manage global consumer products licensing program for the new emoji brand extension.
License Global

May 5, 2021

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The emoji company GmbH and WildBrain have forged a content and licensing partnership to launch “emojitown,” a brand-new, digital-first series and consumer products extension of emoji – The Iconic brand.

“Building on our strong relationship with the emoji company, this expanded partnership combines the strengths of the much-loved emoji brand with our creative and collaborative capabilities across consumer products licensing, digital-content production and AVOD management,” says Maarten Weck, executive vice president and managing director, WildBrain CPLG.

Under the partnership, WildBrain’s AVOD network and digital studio, WildBrain Spark, has teamed up with emoji company to co-develop and co-produce “emojitown,” targeted at teens and young adults.

WildBrain Spark, which holds exclusive global distribution rights to the new series, will premiere emojitown on YouTube with a dedicated channel launching at the end of May. WildBrain Spark will also exclusively handle branded content opportunities

and advertising sales for “emojitown” on YouTube.

“With its universal appeal, the emoji brand is ideal for the creation of an animated digital-first content offering, and our creative team has produced a funny, wry and edgy series, underpinned by bespoke data and insights drawn from our premium YouTube network,” says Rachel Taylor, commercial director, WildBrain Spark. “We’re delighted that the emoji company saw us as the right partner to co-develop and launch this extension of its brand for today’s digital-savvy audience of modern teens.”

Additionally, WildBrain’s global licensing agency, WildBrain CPLG, will handle worldwide licensing and merchandising rights for “emojitown” across the U.K., Europe, the Middle East and other territories. WildBrain CPLG will work with the emoji company and licensees to develop “emojitown” products across key categories for teens and young adults.

“This is a significant development for the emoji brand, bringing our globally recognizable icons into the digital-content space,” says Marco Huesges, founder and chief executive officer, the emoji company. “With their preeminent reputation on digital platforms, including YouTube, and their deep understanding of licensing and brand amplification, WildBrain Spark and WildBrain CPLG are the ideal collaborators for our push into new content creation and consumer products for the teen and young-adult audience. Together we will take this hugely exciting step in the evolution of emoji.”

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