Supercell Expands WildBrain CPLG Partnership

Supercell is expanding its partnership with WildBrain CPLG to bring “Brawl Stars” consumer products to millions of fans worldwide. 

The licensing deal will explore opportunities across toys, apparel, publishing, gifting, collectibles, consumables and housewares. 

WildBrain CPLG currently represents Supercell’s gaming franchise, The World of Clash, inclusive of mobile games “Clash of Clans” and “Clash Royale,” which have together racked up over 4 billion in downloads. 

The signing of WildBrain CPLG to represent global licensing rights (excluding China) for Brawl Stars (announced on May 22 at Licensing Expo) will see the brand exploring consumer product opportunities across toys, apparel, publishing, gifting, collectibles, consumables and housewares. 

“Brawl Stars” launched in 2018 and is a fast-paced multiplayer mobile game for iOS and Android devices that has surpassed over $2 billion in lifetime revenue. The game has boomed in 2024, recording its highest-ever global player (monthly active users) numbers. Supporting this growth are the game’s social media channels, with over 16 million subscribers on the game’s YouTube channel, plus over 19 million combined followers across platforms such as Facebook, Instagram, TikTok, X, Discord, Reddit and Twitch. 

Building off an early licensing program for a “Brawl Stars” IP collaboration that was successful in the Asia and European markets, the new global cross-category consumer products program will focus on the core gaming style of “Brawl Stars.”