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Hasbro Expands WildBrain CPLG Partnership for eOne Brands

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Popular Hasbro-owned eOne brands “Peppa Pig,” “PJ Masks” and “Ricky Zoom” added to agency’s rights for Nordics and Central and Eastern Europe.

Following the acquisition of eOne in 2019, Hasbro continues to consolidate its brand licensing representation across EMEA. As a result, leading licensing agency WildBrain CPLG has been appointed, through an expansion of its partnership with Hasbro Consumer Products, to represent eOne brands “Peppa Pig,” “PJ Masks” and “Ricky Zoom” in the Nordics and Central and Eastern Europe.

“We’re very excited about expanding our partnership with WildBrain CPLG Nordic and CEE to represent the full combined Hasbro and eOne portfolio locally,” says Delphine de Kool, licensing director, EMEA agents, Hasbro. “With a complete portfolio representation and WildBrain CPLG’s local licensee and retail relationships, we see these regions as strong growth markets to continue to deepen our consumer connections and drive meaningful 360-degree retail programs.”

These popular brands from Hasbro’s global entertainment studio will join WildBrain CPLG’s existing representation in these territories for Hasbro Consumer Products brands My Little Pony, Play-Doh, Monopoly and NERF. WildBrain CPLG’s remit on the Hasbro/eOne portfolio in the Nordics and CEE includes merchandising, publishing, promotions and short-term location-based entertainment.

“We’ve established a very successful relationship with Hasbro across many of the company’s most popular and iconic family brands in key markets, and the addition of these beloved properties to our rights adds further breadth and depth to our partnership,” says Slawomir Ekiert, managing director, CEE and Nordics, WildBrain CPLG. “Together with Hasbro, we look forward to building new opportunities to grow these brands in the Nordics and CEE and to creating greater synergy across our European activity.”

WildBrain CPLG already handles Hasbro and eOne brands in Benelux and has scored a raft of new local deals across both portfolios in the territory. For My Little Pony, Canenco is on board for plush, children’s jewelry and makeup to support the brand’s upcoming movie this October. For NERF, Durabo is creating headphones and speakers and Kubbinga is creating bicycles with matching gear. For “Peppa Pig,” Sambro is launching large-size plush and Durabo is developing a range spanning arts and crafts, outdoor toys, headphones and speakers. Further new local partners secured by WildBrain CPLG’s Benelux team include:

  • W&O Products;
  • The Cookie Company;
  • Airquee;
  • Karsten;
  • RMS Europe;
  • TM Essentials;
  • Vondels;
  • Leomil;
  • Stationery Team Europe; and
  • Aymax.

In addition to its representation of Hasbro properties in CEE, the Nordics and Benelux markets, WildBrain CPLG also handles Hasbro’s merchandise, publishing, promotions and short-term location-based entertainment business in Turkey.

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