WildBrain CPLG has acquired global representation rights for The Master Lock Company, a name in padlocks and security products worldwide.  

Under the partnership, WildBrain CPLG will have global and exclusive responsibility to handle The Master Lock Company’s properties Master Lock and SentrySafe.  

“This partnership with The Master Lock Company is indicative of the truly global reach we can now offer to licensors following our recent expansion into the North American market,” says Maarten Weck, executive vice president, managing director, WildBrain CPLG. “As we continue to grow our representation of lifestyle and corporate brands, The Master Lock Company is a stand-out addition to our portfolio, bringing a trusted household name with global recognition. Our teams in New York, London and the rest of the world look forward to executing a comprehensive strategy to secure best-in-class, innovative partnerships that complement The Master Lock Company’s core product offering and reinforce its commitment to building a safer, more secure world.”  

WildBrain CPLG will build strategic licensing programs for Master Lock and SentrySafe across multiple categories in the home improvement, outdoor and lifestyle sectors. The agency will also focus on growing the presence of both brands in existing and new channels. 

“The Master Lock Company has been a trusted name in security and safety for 100 years and we know to ensure success moving forward, we need to leverage the strength of our existing brands in unique ways to reach new audiences,” says Justin Matuszek, director, marketing solutions, The Master Lock Company. “Our strategic partnership with WildBrain CPLG gives us access to an expansive and impressive licensing network, and we look forward to leveraging the Master Lock and SentrySafe brands in ways that drive further engagement among both existing and new consumers around the world.”