WildBrain CPLG signs popular mobile gaming IP Brawl Stars in latest Line Friends deal

WildBrain CPLG has secured a multi-territory representation deal for the popular online mobile game, Brawl Stars, with the brand’s global rights holder, Line Friends. The deal marks an existing partnership between the two that covers the Line Friends characters brands, Brown & Friends and BT21.

WildBrain CPLG will now represent Brawl Stars across the UK, Ireland, France, Germany, Italy, Iberia, Benelux, Nordics, CEE, Greece, Turkey, Russia, Belarus, and Ukraine with a licensing programme aimed at fans of all ages. Key target categories will include apparel, accessories, toys, homewares, and stationery.

Brawl Stars is a multiplayer online battle-arena and hero-shooter game with multiple game modes. It was originally created and produced by the Finnish mobile game developer, Supercell, and provided the foundation for a global partnership with Line Friends to exploit all opportunities for the Brawl Stars IP. This includes licensing, content creation, and merchandise production.

The game first launched in 2018 and has since generated a significant user base in Europe with over 280M downloads.

Maarten Weck, executive vice president and managing director at WildBrain CPLG, said: “We’ve established a very successful partnership with Line Friends across their beloved character brands, so it’s fantastic to extend the relationship and welcome the hugely popular Brawl Stars to our portfolio.

“The game has an impressive footprint across Europe, which will provide a solid foundation as we assemble a compelling cross-category consumer products programme for fans and gamers. We already have a number of exciting deals in the pipeline, so watch this space.”

WildBrain CPLG secures Line Friends partnership with Brighton’s Artbox Cafe

WildBrain CPLG has secured a new deal for the global character brand Line Friends that will see it open a new, branded activation at the Artbox Cafe in Brighton.

Following its launch on December 12 this year, the Line Friends at Artbox Cafe partnership is now underway and sees Artbox Cafe bring Line Friends’ Brown and Friends, as well as BT21 characters across its take-away and sit-down cafe.

 Danielle Brosnan, brand and retail manager at WildBrain CPLG, said: “During these times, consumers are seeking out fun experiences, which are also executed in a Covid-safe way.

“This exciting new partnership with Artbox Cafe delivers exactly that, as fans of Line Friends’ beloved Brown and Friends and BT21 brands now have a destination to immerse themselves in the world of their favourite characters, and also purchase merchandise to continue the experience at home.”

As part of the partnership, the café has been renamed Line Friends and BT21 Tasty Universe and a branded eat-in menu has been introduced with a range of savoury dishes, desserts and drinks. Themed ice creams are also available from its takeaway parlour.

The cafe’s shop is selling products from UK licensees including GB Eye, Paladone and Aurora, alongside its own exclusive collection of pins, tote bags, mugs, face masks and notebooks.