Hasbro has appointed WildBrain CPLG as its new sub-agent in the Benelux region, expanding the agency’s rights to include The Netherlands, Belgium, and Luxembourg.
Under the agreement, WildBrain CPLG will represent Hasbro’s merchandise, publishing, promotions and short-term location-based entertainment business across the Benelux and Nordic regions. Hasbro appointed Wildbrain in December to represent the Nordics region.
Marianne James, Vice President of Hasbro Consumer Products in EMEA, said, “Benelux is a region with 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, added, “We are delighted to extend our relationship with Hasbro. Benelux is a market with significant growth opportunities for Hasbro’s diverse portfolio of brands, and we are already working closely with the Hasbro team to build a comprehensive consumer products program in the region.”