Hasbro has extended a recent deal with WidlBrain CPLG, adding Benelux to the regions in which it will represent the toymaker’s brands in Europe.
Hasbro last year appointed the global licensing agent to represent brands such as Nerf, MLP and Play-Doh in the Nordics from 1 January this year. Under the new agreement, WildBrain CPLG will now oversee merchandise, publishing and promotional partnerships in Belgium, The Netherlands and Luxembourg.
Marianne James, Vice President of Hasbro Consumer Products in EMEA, says Benelux offer “tremendous potential to develop consumer products”.
“We are thrilled to expand WildBrain CPLG’s relationship beyond the Nordics and take some of Hasbro’s most powerful and beloved brands such as Nerf, Monopoly, Play-Doh and My Little Pony to the next level, unlocking new licensing opportunities with local licensees and retail partners.”
Maarten Weck, Executive Vice President & Managing Director, WildBrain CPLG, adds: “We are delighted to extend our relationship with Hasbro.
"Benelux is a market with significant growth opportunity for Hasbro’s diverse portfolio of brands, and we are already working closely with the Hasbro team to build a comprehensive consumer products programme in the region.”