WildBrain CPLG has been appointed by Hasbro as its new sub-representative to handle the company’s publishing, promotions, merchandise and short-term location-based entertainment in the Nordic region.

“We are extremely happy to enter into a relationship with Hasbro,” says Maarten Weck, executive vice president and managing director, WildBrain CPLG. “As a leading and dynamic company with a raft of exciting and diverse properties, we feel there is a wealth of opportunity to further extend Hasbro’s brands in consumer products.”

Under the agreement, WildBrain will oversee Sweden, Iceland, Finland, Denmark, Norway, Greenland and Faroe Islands. The agreement will come into effect beginning Jan. 1, 2020.

“As Hasbro plans ahead to its bright future in the Nordic region and developing consumer products for some of the world’s most powerful and beloved brands, such as My Little Pony, Nerf, Monopoly and Play-Doh, we are thrilled to bring WildBrain CPLG onboard,” says Marianne James, vice president, consumer products EMEA, Hasbro. “We strongly believe that WildBrain CPLG has the experience, scale and ambition to work with Hasbro, along with its local licensees and retail partners, to bring our consumer products business to the next level.”