WildBrain CPLG cleans up with Kärcher deal

Licensing agent tapped to represent the cleaning technology brand across Europe in the first major agreement for its new Lifestyle division

Written by Rhys Thomas

Posted 08.04.2020 | Lifestyle

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WildBrain CPLG has been tapped by Alfred Kärcher SE & Co. KG to represent its cleaning-technology brand Kärcher across Europe, the first major agreement signed by the licensing agency’s newly formed Lifestyle division.

The licensing agent will develop a licensing programme targeting adults and kids, with the initial focus on categories such as workwear, role-play toys and promotions.

“Kärcher has an impressive reputation for quality, reliability and innovation globally which gives the brand significant potential in the licensing space across multiple categories and demographics,” says Victoria Whellans, who was appointed the Group Brands Director of WildBrain CPLG’s newly created Lifestyle division in February this year.

“We’ve already had a great deal of interest in the brand and look forward to sharing more details on the first wave of collaborations shortly.”

The German Kärcher brand is an established market-leading manufacturer of home and professional cleaning equipment, best known for its pressure washers, window vacuum cleaners, hard floor cleaners and more. The company is family-owned and operates worldwide, with its products sold by over 130 companies across 72 countries.


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