WildBrain CPLG has been appointed licensing agent for Happy Ink’s Hamsta property in Belgium, the Netherlands and Luxembourg.
Created in Amsterdam by Saskia Keiser, Hamsta embarked on its licensing programme just over two years ago and has secured international partners and presence in 34 countries.
Da Hamstas are a group of funny furballs with big mouths and even bigger personalities who love nothing more than a natter in their crazy language, Hamstanglish. These quirky characters are not the brainiest, but what they lack in smarts, they make up for in sass.
Saskia Keiser, Executive Creative Director and Founder of Happy Ink, says: “We are so honoured to have WildBrain CPLG represent our quirky Hamstas in their home country. They are such a strong ally to help spread da Hamstas happy and hungry message and to help us team up with a broad range of licensing products in the Benelux.”
The licensing programme will also be backed by an online content drive from WildBrain Spark, which aims to open the content up to wider global audiences by working with Happy Ink to run nine pieces of Hamsta parody content across the WildBrain Spark Hub Channels in a three-month pilot programme.
Brenda Draaisma, General Manager WildBrain CPLG Benelux, says: “We were immediately drawn to the look and feel of the Hamsta World brand. The simplicity and the use of colour in the design is fully on trend.
“We look forward to working closely with the team to create innovative products that will not only expand the brand throughout the Benelux but will also communicate the fun behind the brand. We will support an extensive licensing and promotional programme already in place, as well as tap into fresh opportunities with a focus on collaborations, toys, loyalty and collectibles.”
Da Hamstas’ cheeky adventures rallied over 5 million views on YouTube, 277 million views on GIPHY and 1.4 million views on TikTok.