Amazon MGM Studios Expands ‘Wednesday’ Licensing ProgramAmazon MGM Studios Expands ‘Wednesday’ Licensing Program
With a new “Wednesday” season coming, more cross-category partners come on board across U.K. and EMEA, including homewares, apparel and accessories and health and beauty.
September 25, 2024

Amazon MGM Studios Consumer Products continues to offer fans new ways to celebrate the world of “Wednesday” with an extensive lineup of consumer products secured in collaboration with WildBrain CPLG. “Wednesday,” produced by MGM Television, a division of Amazon MGM Studios, debuted in November 2022 on Netflix and launched at No. 1 in 83 countries. In 2023, the series was crowned Netflix’s most-watched English-language series of all time, and its fandom continues to grow with Season 2 announced.
New collaborations for “Wednesday,” signed by WildBrain on behalf of Amazon MGM Studios, include a worldwide deal with United Colors of Benetton for an extensive apparel line launching in the fall.
In Europe, DEICHMANN has come on board for an adult and kids’ shoe line for the U.K. and EMEA. In the GAS region, bilou is launching a line of health and beauty products, including eau de parfum, deodorant and hand cream, while nail beauty brand, Maniko, is unveiling a special collection of UV-Gel strips for “Wednesday”-themed nails. In Spain and France, Sun City will launch a line of apparel. In Italy, Sammontana served up “Wednesday”-themed ice cream this summer. Cerealitalia is set to launch confectionery for Christmas, and Bauli will roll out a second collection of “Wednesday” Easter eggs in 2025, after the success of its first collection released earlier this year.
In the U.K. and Ireland, Imperial Candles has launched a unique limited-edition “Wednesday” collection featuring exclusive, collectible enamel pins and jewelry revealed as the scented candles burn. Further U.K. cross-category licensees include Danilo for greeting cards, Kimm & Miller for food gifting, Rubies for expanded ranges in dress-up, Pyramid International for gifting, Blue Sky for stationery, Character World for bedding, Corsair Toiletries Limited for health and beauty and Wow Stuff for toys. An extensive U.K. mass market retail launch for apparel will see “Wednesday” in stores nationwide and on Amazon.com and other retailers this month through fashion collections with Brand Alliance, Misirli and Fashion UK.
“The overwhelming success of ‘Wednesday’ has shown us the importance for building a strong consumer products program that can truly drive fan engagement around this series,” says Jamie Kampel, head, Amazon MGM Studios Consumer Products and Interactive Licensing. “As the show continues to captivate audiences worldwide, we’re thrilled to be expanding our licensing program, with the help of our dedicated team at WildBrain CPLG across key categories like apparel, home goods, health and beauty and more. By offering fans innovative and exciting new ways to experience the weird and wonderful world of ‘Wednesday,’ we’re able to deepen their connection to the series and the characters they love. The power of consumer products to build and sustain fandom is undeniable, and we’re just getting started in unlocking Wednesday’s full merchandising potential.”
“‘Wednesday’ is such a distinctive brand with huge scope for licensing, and as anticipation grows for the second season, we’re seeing significant excitement building amongst licensees and retailers in these territories,” says Pau Pascual, vice president, Southern Europe, MENA and South Asia, WildBrain CPLG. “The new collaborations across multiple categories really are as unique as Wednesday herself.”
“Wednesday” follows Wednesday Addams’s misadventures as a student at Nevermore Academy, a unique boarding school snuggled in deepest New England. This series marks the first time fans get to see the character of Wednesday not only in a new boarding school environment but also as a teenager. Wednesday attempts to master her emerging psychic ability, thwart a monstrous killing spree that has terrorized the local town and solve the supernatural mystery that embroiled her parents 25 years ago – all while navigating her new and very tangled relationships at Nevermore.
WildBrain CPLG also handles licensing rights for the original The Addams Family brand on behalf of Amazon MGM Studios in Europe, the U.K., India and the Middle East. The original brand continues to be highly popular among audiences, amplified by the success of “Wednesday.”
Visit WildBrain CPLG at stand B171 during Brand Licensing Europe to learn more about licensing opportunities for Wednesday and the original The Addams Family.
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