Hasbro hires Wildbrain CPLG as Nordic licensing agent

Licensed merchandise, promotions and location-based entertainment will be handled by the licensing agent from 1 January 2020

Written by Rhys Thomas

Posted 16.12.2019 | Business

Hasbro hires Wildbrain CPLG as Nordic licensing agent thumbnail

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

Under the agreement, WildBrain CPLG will expand the toy company's licensing programme across Denmark, Sweden, Norway, Iceland, Finland, Faroe Islands and Greenland, beginning 1 January 2020. 

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“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 of Hasbro Consumer Products in EMEA.

“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.”

Maarten Weck, Executive Vice President and Managing Director, WildBrain CPLG adds: “We are extremely happy to enter into a relationship with Hasbro. 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.”

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