WildBrain CPLG Powers Up ‘Brawl Stars’ Representation

New deal for mobile gaming brand extends agency’s partnership with rights holder Line Friends.

April 14, 2021

WildBrain CPLG has secured a multi-territory representation deal for the online mobile game “Brawl Stars” with the brand’s global rights holder Line Friends. The deal marks an extension of WildBrain CPLG’s existing partnership with Line Friends for character brands Brown & Friends and BT21.

On behalf of Line Friends, WildBrain CPLG will represent “Brawl Stars” across the U.K., Ireland, France, Germany, Italy, Iberia, Benelux, Nordics, CEE, Greece, Turkey, Russia, Belarus and Ukraine. The licensing program will be aimed at fans of all ages, with target categories including apparel, accessories, toy, homewares and stationery.

“We’ve established a very successful partnership with Line Friends across their beloved character brands, so it’s fantastic to extend the relationship and welcome the hugely popular ‘Brawl Stars’ to our portfolio,” says Maarten Weck, executive vice president and managing director, WildBrain CPLG. “The game has an impressive footprint across Europe, which will provide

a solid foundation as we assemble a compelling cross-category consumer products program for fans and gamers. We already have a number of exciting deals in the pipeline, so watch this space!”