Sanrio hires WildBrain CPLG as licensing agent in Iberia and Germany

WildBrain CPLG to expand merchandise offering for characters including Hello Kitty, My Melody, Aggretsuko, Gudetama and Little Twin Stars

Written by Georgie Dobie

Posted 19.05.2020 | Consumer Product

Sanrio hires WildBrain CPLG as licensing agent in Iberia and Germany thumbnail

Sanrio and WildBrain CPLG have announced that the licensing agency is to represent the portfolio of popular Sanrio character brands including Hello Kitty, My Melody, Aggretsuko, Gudetama and Little Twin Stars across Iberia (Spain and Portugal) and Germany.

Silvia Figini, chief operating officer Sanrio – EMEA, India and Oceania and Mr Men – worldwide, said: “We are happy to collaborate with a global agency such as WildBrain CPLG in two of our main markets. Their international expertise and our strong heritage will create a successful partnership, and we are confident that together we will boost our amazing portfolio of characters in all the product categories.”

WildBrain CPLG, one of the world’s leading entertainment, sport and brand licensing agencies, will expand on Sanrio’s existing consumer products programmes and take its brands into new categories in Iberia, with a focus on fashion accessories, homewares, and collaborations with local brands. For Germany, WildBrain CPLG will handle all categories including apparel to bolster the ranges currently available at leading retailers including C&A, Zalando, Otto, Ernsting’s family, Lidl and myToys.

Sanrio is a global lifestyle brand best known for the pop icon Hello Kitty. Last year saw the company mark 45 years of Hello Kitty with a host of worldwide initiatives including global fashion collaborations with some of the world’s best known brands including Levi’s, Puma, Furla and Converse; tie-ups with high-end fashion designers to create limited edition products, such as Balenciaga and GCDS; campaigns with social media influencers; and exhibitions and experiences to immerse fans in Hello Kitty’s world of happiness, friendship and fun.

The Hello Kitty brand has also seen extensive growth with fast-fashion retailers around the world, including Zara, H&M, Primark and Desigual, amongst others. Additionally, Sanrio recently announced a global master toy partnership with Mattel to develop toys and games inspired by a range of characters from its portfolio, which will roll out from Autumn 2020.

Also this year, Sanrio is celebrating its 60th anniversary with new initiatives, turning the spotlight onto more of its beloved characters: fans will be invited to join digital campaigns, with more social media fun, exciting influencer tie-ups and competitions. In addition, new collaborations with fashion and other partners are launching with limited-edition collections.

Maarten Weck, executive vice president and managing director at WildBrain CPLG, said: “After working with Sanrio to celebrate Hello Kitty’s 35th anniversary in 2009, we’re excited to be teaming up with them once again. Sanrio’s diverse and charming portfolio of characters is known and loved across Europe, and we’re looking forward to forging new licensing partnerships to bring them to life for fans across Iberia and Germany during Sanrio’s landmark 60th anniversary year and beyond.”

Acamar Films strengthens Bing team thumbnail

Acamar Films strengthens Bing team

Acamar Films has created a dedicated UK team and strengthened key global roles due to growing international demand for Bing

#Hornby100 Social Media Takeover kicks off with new product announcements thumbnail

#Hornby100 Social Media Takeover kicks off with new product announcements

Following last week’s introduction of a Third Class Open Topped Railway Carriage, Hornby has now revealed a second new addition ...

Kids Insights: 8.8 million UK-based kids turn to video gaming during lockdown thumbnail

Kids Insights: 8.8 million UK-based kids turn to video gaming during lockdown

The latest report from the children’s industry analysts looks at the growth of gaming across all audiences and highlights Nintendo’s ...

Press Releases

Industry leaders join The Key Buyers Event: Digital Edition from 8-15 June thumbnail

Industry leaders join The Key Buyers Event: Digital Edition from 8-15 June

Jay Roewe, SVP of production for HBO, Erik Barmack, founder of Wild Sheep, Marc Lorber, SVP, international co-productions & acquisitions ...

Energizer spotlights Masha the Bear thumbnail

Energizer spotlights Masha the Bear

Animaccord and Energizer partner on Masha and the Bear licensed torches, heading to retail across EMEA in 2020

Elmo’s World comes to UK’s Tiny Pop in 2020 thumbnail

Elmo’s World comes to UK’s Tiny Pop in 2020

Kids’ TV channel expands its Sesame Street content with new series of short-form, interactive episodes

Milkshake picks up Pirata & Capitan S2 thumbnail

Milkshake picks up Pirata & Capitan S2

UK kids’ block acquires second series of the Millimages pre-school animation after successful first run