WildBrain CPLG Extends Hasbro/eOne Representation to Italy and India

Multiple renewed and new deals secured across existing EMEA and Asia markets.

License Global

January 31, 2023

2 Min Read
WildBrain CPLG logo
WildBrain CPLG logoWildBrain CPLG

WildBrain CPLG is consolidating its representation of Hasbro and eOne properties with the addition of Italy (Hasbro and eOne) and India (Hasbro only) to its remit. Additionally, WildBrain CPLG’s existing representation deal has been renewed, under which the agency handles Hasbro/eOne’s portfolio of brands in Central and Eastern Europe (CEE), Benelux, the Nordics and Turkey.

Across all of these territories, WildBrain CPLG now represents the full portfolio of Hasbro’s brands including

My Little Pony, “Transformers,” Nerf, Play-Doh, Dungeons & Dragons, “Power Rangers” and “Magic: The Gathering.” Representation also includes all Hasbro Gaming brands such as Monopoly, Cluedo, Twister and Trivial Pursuit. WildBrain CPLG handles key merchandising categories for all of these brands including apparel and accessories, arts and crafts, homewares, food and beverage, health and beauty, electronics, pet supplies and toys.

“We’ve established a hugely successful relationship with Hasbro/eOne and have already brought their beloved brands to life for a vast audience,” says Maarten Weck, executive vice president, managing director, WildBrain CPLG. “The renewal and expansion into additional markets is testament to the strength of our partnership, and we know that Italy and India will provide significant opportunities for future growth and innovative collaborations. We look forward to continuing this journey with Hasbro/eOne and using our robust local and global expertise to build engaging consumer products programs for the long term.”  

Related:ASPIRE to Inspire

“Since we started working with WildBrain CPLG three years ago, Hasbro has seen growth across merchandise for many of our esteemed brands in the European market, deeming our partnership a huge success,” says Marianne James, vice president EMEA and Asia, licensed consumer products, Hasbro. “We’re thrilled to continue working with WildBrain to help scale up our brands in Italy and India. We’re confident that they’ll bring success to these key regions.” 

Within existing markets, WildBrain CPLG has signed BOTI for a “Transformers”-themed line in Benelux of the toy company’s Battle Cubes product; and BONNE is now on board for “Peppa Pig” smoothies in Finland. In CEE, new deals include a direct-to-retail partnership for “Peppa Pig” with footwear retailer, CCC, and a deal with Trendmaster for a confectionery offering across Nerf, “My Little Pony” and “Transformers.” 

In Turkey, Ceren has added “PJ Masks” alongside its existing Play-Doh deal in the stationery category, and the agency has signed its first deals for “Peppa Pig” with Ermoda for apparel and Mori Toys for puzzles. 

Related:WildBrain CPLG and Playmobil Announce Global Licensing Partnership

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like