WildBrain CPLG and Playmobil Announce Global Licensing PartnershipWildBrain CPLG and Playmobil Announce Global Licensing Partnership
Agency appointed as master licensee to extend the toy brand globally across all consumer products categories.
January 10, 2023
WildBrain CPLG has announced it will handle worldwide rights for Playmobil as the company’s master licensee. The partnership spans across the core and franchise Playmobil brands from the Horst Brandstätter Group, including Wiltopia, Novelmore, Adventures of Ayuma and more.
Starting April 1, WildBrain CPLG will expand Playmobil IP into new categories across merchandise, publishing, location-based experiences and promotions.
“As we continue to expand our global footprint at WildBrain CPLG, it’s fantastic to welcome Playmobil to our well-established roster of world-leading brands,” says Maarten Weck, executive vice president, managing director, WildBrain CPLG. “Playmobil is a household name for families and is a mainstay for retailers, with a longstanding reputation for both quality and creativity. We see significant potential to expand the brand’s presence and profile beyond the core toy range, and we look forward to creating new and unique partnerships across a varied range of categories.”
“Playmobil has fans all over the world,” says Roger Balser, head, Playmobil Business Unit. “Hand in hand with WildBrain CPLG, we will bring the brand to many new categories and markets. We want to inspire kids of all ages around the globe to playfully explore the world, a world full of imaginative stories. Our goal is to establish Playmobil as a globally leading consumer-centric brand. We do this by creating emotional connections with our consumers across all touchpoints from entertainment to toy, from consumer products to promotions and live experiences.”
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