WildBrain CPLG has secured a wave of new and extended fast-moving consumer goods (FMCG) partnerships in Central and Eastern Europe (CEE) across ViacomCBS’s portfolio of animated brands, like “PAW Patrol,” “SpongeBob SquarePants,” “Blaze and the Monster Machines,” “Shimmer & Shine” and “Bubble Guppies.”

The new pan-regional deals brokered by WildBrain CPLG’s CEE team include foodcare for a range of “PAW Patrol” instant porridge, hot cereals and instant cocoa, which is now available at key retailers Biedronka and Lidl; a “PAW Patrol” oral care range from GSK; and building upon its initial launch of “PAW Patrol” fruit and vegetable juices and pouches, Hortuś has recently extended its offering with the addition of Jurajska Junior “PAW Patrol” water, marking the FMCG company’s first licensed product on its Jurajska brand.

In addition, long-term licensee Dairy4Fun continues to significantly grow the business across Europe with its range of children’s desserts and snacks featuring “PAW Patrol,” “SpongeBob SquarePants” and “Blaze and the Monster Machines.”

In Poland, WildBrain CPLG has secured a deal with the ice cream manufacturer Koral, for a range featuring “PAW Patrol” and “SpongeBob SquarePants.” The partnership marks Koral’s first licensed offering and the range’s recent launch was supported by an extensive outdoor marketing campaign, including branded trucks.

Alongside this, a new deal with Cerbona in Hungary saw a range of breakfast cereals featuring “SpongeBob SquarePants” recently launched at local retailers Auchan, Spar, Tesco HU and CBA. Additionally, Cerbona is gearing up to roll out the range into new territories, including Czech Republic and Romania from this summer. 

In Serbia, WildBrain CPLG has signed beverage company KNJAZ MILOS (part of the Pepsi Group) for a flavored water featuring “Blaze and the Monster Machines” and “Shimmer & Shine,” with “PAW Patrol” joining in August. Also in Serbia, Plazma will continue with its range of “PAW Patrol” snacks and cereal.

 “We’re seeing significant growth within the FMCG category across Central and Eastern Europe, which is largely being driven by beloved kids’ entertainment properties,” says Slawomir Ekiert, managing director, CEE and Nordics, WildBrain CPLG. “ViacomCBS’s engaging slate of animated IP is ideally placed to capitalize on the vast business potential FMCG partnerships offer, as demonstrated by this robust line-up of new and expanded deals. For 2021 and beyond, we’ll be focused on further boosting our footprint within the FMCG space and setting the standard for licensed products across our portfolio of entertainment and lifestyle properties, in both the CEE region and wider European market.”