WildBrain CPLG will manage the consumer products program rights across merchandise, promotions, digital and experiences ahead of two milestone celebrations: Beatrix Potter’s 160th Anniversary in 2026 and Peter Rabbit’s 125th anniversary in 2027.

“I am delighted to have made this appointment and am confident that this is the start of a long and fruitful partnership with Jasen and his team,” said David Sprei, Commercial Director at Penguin Ventures.

“It was evident early on that their understanding of the brand and ambitions to grow Peter Rabbit were very much aligned with our strategic and creative plans. This appointment comes at a pivotal time for WildBrain CPLG to take us through two key anniversary years and beyond and there’s already a few deals in the pipeline, so watch this space.”

Jasen Wright, VP North America at WildBrain CPLG, added: “With a timeless heritage spanning over 120 years, The World of Beatrix Potter and beloved character Peter Rabbit have enduring appeal for families and kids around the world. We are looking forward to working closely with David and his team at Penguin Ventures to leverage the significant licensing opportunities for this cherished property in the coming years.”

The post Penguin Ventures appoints WildBrain CPLG to represent The World of Peter Rabbit in the US and Canada appeared first on Brands Untapped.

The Loyal Subjects is developing a line of Carmen Sandiego fashion dolls and collectible figures to launch in 2025, while a new tonies figure has debuted across the United States and Canada.

In digital partnerships, Best Damn Race will release a Carmen Sandiego virtual race in Q4 that will encourage runners to sign up and log their miles across the globe. Elsewhere, Hunnideux is designing a Carmen Sandiego eye shadow palette that will be on sale in late summer.

“With her signature red trench coat and exciting global adventures, Carmen Sandiego remains an instantly recognisable character who proves to be very popular with licensees keen to build on the success of the Netflix series and licensing potential of this smart, standout show,” said Jasen Wright, VP North America at WildBrain CPLG.

Caroline Fraser, Head of HarperCollins Productions, added: “We’re thrilled to expand the reach of Carmen Sandiego even further through new products and experiences, giving parents who grew up with this beloved character and world new ways to share them with their kids.”

WildBrain CPLG’s L&M rights for Carmen Sandiego include the Emmy Award-winning animated action-adventure television series, which is produced for Netflix by HarperCollins Productions and WildBrain. WildBrain CPLG will also represent L&M rights for the Carmen Sandiego live-action movie in development at Netflix.

The post WildBrain CPLG expands US consumer products slate for Carmen Sandiego appeared first on Brands Untapped.

These include Bentex for apparel, Centric for sleepwear, hosiery and beauty and Franco Manufacturing for homewares and bedding.

Elsewhere, HarperCollins is on board for publishing; InnovativeDesigns for stationery, arts and crafts and Mad Engine Canada for apparel and hosiery in Canada only.

“The Magic Mixies toy range has quickly captured the imaginations of kids and families around the world and become a true sales juggernaut, with Moose Toys building a fantastic content offering as part of its magical success,” said Jasen Wright, VP North America at WildBrain CPLG.

“As Magic Mixies fandom continues to build, we’re thrilled to elevate the brand’s merchandise offering through these new licensing partnerships, which will see the celebrated property enter new aisles and bring many more fresh and creative ways for fans to engage with this enchanting property.”

Ronnie Frankowski, Chief Commercial Officer, Moose Toys, added: “All toys are truly magical in their ability to spark kids’ imaginations, and with Magic Mixies, we take it one step further by bringing real magic to wow and delight kids around the world.

“We can’t wait for the newest Magic Mixies BIG reveals which will give kids new ways to ‘mix’ Mixies into their day. In WildBrain CPLG we have a partner who delivers an impressive licensing line-up that ranges from fun to functional to fanciful for kids to expand their magical world of Magic Mixies.”

The post HarperCollins, Bentex and Centric among first Magic Mixies licensees in US and Canada appeared first on Brands Untapped.

Celebrating the game’s 45th anniversary, the collection will launch this holiday season, spanning crewnecks, t-shirts, bermuda pants, track pants and the Champion hoodie.

“The 45th anniversary is a great milestone for Space Invaders, with players from all generations now having enjoyed the game for almost half a century,” said Janet Swallow, VP Licensing at Square Enix.

“The brand continues to go from strength to strength as an icon of popular culture all over the world, and we’re looking forward to continuing to grow the merchandise program together with our trusted global partner WildBrain CPLG to really take the franchise out of this world. ”

Additional partnerships brokered by WildBrain CPLG for Space Invaders includes a direct-to-retail deal with H&M for apparel, hosiery, accessories and personal electronics cases, an apparel line with Brava Fabric, while Aquarius/NMR Distribution is also on board for gift and novelty items.

Italian fashion brand Sabor SRL will launch apparel, hosiery and headwear in Italy, Alchemy3 is on board for Space Invaders lottery tickets in the US and Canada, and Timex is developing a commemorative digital watch.

Additionally, the agency has inked extensions with existing licensees, including Bentex for apparel rights for men, women, boys, girls and toddlers in the US, and Karactermania for accessories in Spain, Portugal and Andorra.

Jasen Wright, VP North America at WildBrain CPLG, added: “Space Invaders has a remarkable international legacy and is one of the most enduring gaming brands in pop culture today, with lasting appeal across multiple generations.

“As Space Invaders celebrates its 45th anniversary in 2023, we’re excited to further expand the merchandise offering for fans through fresh, relevant and creative collaborations with a variety of equally renowned global partners.”

The post Champion to celebrate 45 years of Space Invaders with apparel collection appeared first on Brands Untapped.

As well as covering the agency’s Lifestyle portfolio, ASPIRE will also take charge of the agency’s Corporate brands portfolio.

As part of the rebrand, Victoria Whellans takes on the new role as Commercial Director for ASPIRE, spearheading the division’s remit to develop ‘innovative, relevant and authentic brand extensions’.

“The launch of ASPIRE underlines our commitment to delivering dedicated, best-in-class global partnerships to harness the huge opportunities we see in the growing Corporate and Lifestyle sector,” said Whellans.

“Since we launched our Lifestyle division two years ago, we have generated new revenue streams for multiple licensor brands, extending them into new areas through our global reach and leading capabilities in licensing and brand management. We look forward now to building on this strong foundation with the ASPIRE brand.”

Whellans will work closely with Jasen Wright, VP North America, to drive the global strategy for ASPIRE, with a focus on North America as a key territory of initial expansion.

Wright added: “The licensing of Corporate and Lifestyle brands continues to see meaningful growth as brands explore new paths outside of their core use to reach consumers at retail. We see significant opportunity to expand this part of our business and look forward to opening up new avenues for our partners to help build their brands for the future.”

ASPIRE’s brand portfolio includes the likes of Malibu, Motul and Revolution, as well as Sauber Motorsports and its Alfa Romeo F1 Team ORLEN, The Master Lock Company, the University of Southern California and artist Romero Britto.

The ASPIRE group will grow with new hires in key locations worldwide, including New York, Europe and APAC, supported by international and local sales teams.

The post WildBrain CPLG rebrands its Lifestyle division as ASPIRE appeared first on Brands Untapped.

You have vast experience in the industry having worked at places like Beanstalk, ABG and now at WildBrain CPLG. How would you sum up your approach to crafting brand extensions?
I always want our work to be found in consumers’ cabinets and closets – we want to establish our brands into their everyday routines and occasions, becoming truly part of their daily lives. This means that brand extensions should be based on a real need or a desire. Obviously, there are different strategies and approaches, but at the end of the day it’s really about being in cabinets and closets in households around the world.

Cabinets and closets – like it! And how important is effective design to all that?
Design is one of the most important factors in terms of longevity of a brand, and it’s not just about how a product looks, but also about how it works.

Additionally, it’s about whether that item solves a particular problem and if it offers a solution for consumers – this is the case across so many forms of design, whether it be industrial design or commercial and cosmetic. Innovation and ensuring that we’re meeting a particular need for the consumer is really at the forefront of our design approach.

“I always want our work to be found in consumers’ cabinets and closets – we want to establish our brands into their everyday routines and occasions.”

You joined WildBrain CPLG last year. What have been some of the early campaigns you’ve worked on – that you’re allowed to tell us about!
Well, there are some we can’t tell you about just yet and some we can!

One I can tell you about is the work we’ve been doing across WildBrain-owned brands, including Strawberry Shortcake, which is back with a cool new look and confident, savvy attitude for today’s kids. We’re taking the brand into the hearts and minds of consumers once again, with a colourful licensing programming spanning everything from apparel with PacSun, to publishing, health and beauty, bedding, sleepwear and of course toys.

Teletubbies is another hugely popular property that we’ve been busy working on. The brand is celebrating its 25th anniversary this year and we’ve got some great partnerships in the works, particularly in the fashion category.

It’s also a very exciting time for Chip & Potato – we’ve recently announced JAKKS Pacific as the brand’s first master toy partner and there’s lots more to come!

You also work with plenty of lifestyle brands like Yale University, Harvard University, Absolut and Malibu. What’s the key to ensuring lifestyle brands soar in consumer products?
Above everything, I think authenticity is the most important factor when looking at brand extensions for lifestyle or corporate brands. Not all brands can naturally extend into every category, so having a robust strategy with clearly defined parameters for a corporate or lifestyle property is key to maintaining authenticity beyond the brand’s core values.

“Authenticity is the most important factor when looking at brand extensions for lifestyle or corporate brands.”

Licensing can definitely play an important role in driving the relevancy and demand of a brand like Absolut or Malibu. People have such fondness for and trust in those brands that they’re willing to step out of their normal interaction with them. However, while there’s a place for taking lifestyle brands into completely new and surprising categories, it needs to be relevant and feel like a natural extension.

We’re constantly approaching licensing in a way that still drives up authenticity but also tells a story of how a brand like a Malibu or Absolut can have a more instant or impactful presence in the everyday lives of consumers. This approach was key to our partnership with 24 ICE and its limited-edition frozen Malibu ‘poptail’ last summer with the popularity of ready-to-drink cocktails soaring, as consumers looked to recreate craft cocktail culture at home.

Great example. Do you find brands – even the ones outside of kids’ entertainment – are looking to be increasingly more playful with their IP and brand extensions?
With the exponential growth of new social platforms such as TikTok, brands are, more than ever, utilising digital and social media in playful ways to make sure they are relevant and part of everyday narratives.

Brands are increasingly turning to playful licensing collaborations to maximise trends and be part of social conversations. Licensing opens up opportunities to extend your brand and tap into particular conversations or trends – whether that’s a mash-up in apparel, toys, or a surprising collaboration in the food and beverage category. A great example from the wider industry is Frank’s RedHot sauce teaming up with Goldfish to launch a range of crackers, tapping into the trend for spicy food.

Alcohol brands are also being playful at the moment, especially in the fashion space – Malibu partnered with Local Heroes creating a limited-edition summer collection to enjoy with your favourite Malibu cocktail.

The metaverse was the buzzword for brands in 2021, and we saw the Teletubbies entering this virtual world for the first time in a great partnership with Azerion. As part of the brand’s 25th anniversary celebrations, the Teletubbies became virtual products in two popular games Habbo and Hotel Hideaway allowing Gen Z fans to engage in a unique and playful way.

I wanted to ask you quickly about the pre-school brand Chip & Potato. Toys arrive for that show from JAKKS Pacific this year and I know there’s lots of activity planned.
Yes – Chip & Potato has enormous potential for brand extensions in a number of categories. The series has seen great success on Netflix, having recently been greenlit for a third season and three seasonal specials.

It continues to be a top property among pre-schoolers, who love its great themes and exploration of what it means to be a kid. This gives us an exciting opportunity to be able to use the brand to tell a story and teach important lessons to young fans. We’ll certainly be aiming to do this within our toy partnership with JAKKS Pacific.

Chip & Potato is also a brand that allows us to look at other categories, such as apparel, bedding, games, puzzles, and the homewares category – all the things that can be hugely important to kids at an early age. We’ll have more details to share on partnerships soon!

We’ll keep our eyes peeled. Sticking with kids’ brands, you’ve recently given Strawberry Shortcake a revamp. The brand started life in greetings cards back in the Seventies and of course is huge in toys. Why do you think it’s endured over the decades?
It’s endured largely because it’s authentic and true to itself. It has always been consistent in its core values. Yes, the brand has evolved in its look and feel over the decades, but it has always had the core themes of sweetness and friendship in place, and this flows through to a child’s love for a particular doll or character.

“Brands are increasingly turning to playful licensing collaborations to maximise trends and be part of social conversations.”

Those are all things that remain true to the brand that we’re extending through WildBrain’s all-new series, Berry in the Big City, which retains what makes Strawberry Shortcake special – her bond with her closest friends, her playful spirit and of course her joyful strawberry motif – while also aiming to inspire today’s girls with relevant and empowering themes of diversity, sustainability and entrepreneurship.

Today’s moms who enjoyed Strawberry Shortcake when they were children have a great fondness and a sense of nostalgia for the brand. In fact, the classic Strawberry Shortcake – with her bonnet and bloomers – remains a popular licensing property for this demographic. With the new Strawberry Shortcake, we’re providing a bridge for moms to share that fondness for the brand with their kids in a way that is relevant to families in the contemporary world.

One last question! How do you fuel your creativity?
For me, it’s all about continually looking at innovation and finding unique ways to approach brand extensions – whether that’s identifying a particular problem consumers may be having and creating something that solves the issue… Or finding creative and surprising ways for consumers to experience and enjoy their favourite brands.

In all that we do, though, it’s important to keep it creatively authentic and ensure a brand’s core values or DNA remain at the centre.

Jasen, a huge thanks again for taking the time. Let’s do it again soon!

The post WildBrain CPLG’s Jasen Wright on design, authenticity and the rise of playful collaborations appeared first on Brands Untapped.

The cross-category product push will target kids aged five to eight years old, and WildBrain believes the brand has “significant potential beyond the core toy range.”

“As we continue building our successful relationship with Moose Toys, it’s fantastic to add yet another of their exciting brands to our remit,” said Jasen Wright, VP North America at WildBrain CPLG.

“Magic Mixies has captured the attention of kids and retailers alike, as demonstrated by the stand-out sales since launch. The brand has significant potential beyond the core toy range, and we look forward to forging partnerships that extend the wonderment of Magic Mixies for kids across the U.S and Canada.”

Menal McGrath, Vice President, Global Licensing, Moose Toys, added: “WildBrain CPLG has proven itself to be a dynamic and creative partner for our brands in the US and Canada. Furthering our relationship with them by adding Magic Mixies to their portfolio was both the best and the right choice to solidify Mixies’ success.

“We look forward to seeing them work their ‘magic’ to expand the brand’s presence in lifestyle categories for the ultimate Magic Mixies fans.”

The post WildBrain CPLG looks to bring Magic Mixies into apparel, publishing and homewares appeared first on Brands Untapped.