Entertainment One grows Peppa Pig and PJ Masks profiles in Japan with TV Tokyo partnership

The popular preschool properties, Peppa Pig and PJ Masks are picking up the pace across Japan, having landed a new broadcast partnership with TV Tokyo. The deal marks the latest international development for Hasbro’s global entertainment studio, Entertainment One.

Under the deal, TV Tokyo will broadcast 26 episodes of season one of PJ Masks, making this the first time that the property has been picked up by a Japanese terrestrial broadcaster.

Meanwhile, having first launched a short version of Peppa Pig on the Kinder TV timeslot back in October 2017, TV Tokyo is looking to build on the growing fanbase for the series by expanding the offering of the full version to its preschool audiences on a new weekend timeslot.

The broadcast line up has been further bolstered by additional platforms including Disney Japan and Netflix which have the rights to the series and have expanded the show’s availability throughout the market.

The Peppa Pig consumer products program first debuted in March 2018 via an exclusive pop-up shop in the Takashimaya department store in Tokyo, which was attended by the British Ambassador. In 2018, Peppa Pig played an exciting role in the launch of Japan’s first Hamley’s toy store.

Now, the Peppa Pig licensing program boasts 33 licensing partners as the brand’s popularity grows in the market, with more retail partnerships planned in 2021.

Entertainment One is looking to accelerate both brands’ licensing drive by collaborating with Dentsu as the master CP agent.

“We’re thrilled to reach new audiences in Japan with our beloved children’s animated series,” said Olivier Dumont, president of family brands at eOne. “TV Tokyo offers best-in-class children’s entertainment and we’re proud to add them to the global Peppa Pig and PJ Masks families.”

“Peppa Pig is already a global phenomenon and we are glad to have the show on our channel. We’re also very happy and excited to be able to bring PJ Masks for the first time to our Free TV audiences in Japan,” said Sayako Muramatsu and Ryota Kawamura of TV Tokyo.

“Peppa Pig and PJ Masks are two of the most iconic preschool brands in the world and we are so thrilled to be able to have this opportunity to collaborate with eOne and TV Tokyo on bringing these characters to life to a new generation of preschoolers in Japan,” said project leads Kiyofumi Kajiwara and Ayane Kawasaki at Dentsu.

Entertainment One’s PJ Masks to make season six return with global launch on Disney Junior

Hasbro’s global entertainment studio, Entertainment One will see its popular preschool series, PJ Masks return for a sixth season as it launches globally on Disney Junior in 2023.

Season six will see the superhero trio Catboy, Owlette, and Gekko make their return for ‘their greatest adventures yet,’ as they encounter all new villains in the city, a new planet in outer space, and the discovery of a new frozen wilderness.

“Our audiences can’t get enough of Catboy, Owlette and Gekko, and we’re excited to introduce them to even more friends in season six,” said Olivier Dumont, president of family brands at eOne. “Disney Junior has long been a key global partner and supporter of the series and we’re so happy to continue our relationship with them and take the brand to new heights.”

 PJ Masks has become a global phenomenon since its launch on Disney Junior in 2015 as a leading storyteller for preschoolers across the globe, broadcast in over 180 territories worldwide across several FTA and VOD platforms. The heroes have a digital footprint including 17 billion lifetime views globally on YouTube and 216 million global music streams as well as 138 million lifetime app downloads.

The brand is also maximized through a multitude of consumer products programmes from apparel and role play, to publishing and location-based entertainment, firmly established in 85 markets worldwide – with the sixth season being brought to life at retail with a new full line of toys from Hasbro from 2023.

PJ MASKS Season Six will launch with 52 x 11-minute episodes, including three super feature-length 44-minute episodes and six half-hour specials that tap into the exciting new themes that preschoolers will love.

New My Little Pony, Transformers, and Magic: The Gathering content among Hasbro’s mass roll-out announcements

It was a flurry of major new announcements across each of its sectors that Hasbro issued throughout its first all virtual investor event this week, including new film and TV content for its biggest franchises including My Little Pony, Transformers, and Magic: The Gathering.

In an address opened by Hasbro’s chairman and CEO, Brian Goldner, the entertainment powerhouse kicked off proceedings by detailing new financial reporting segments: Consumer Products, Wizards of the Coast and Digital Gaming, and Entertainment.

“We have simplified our structure to maximise our growth and provide a clearer view to the drivers of Hasbro revenues, profit, margin, and cash generation,” said Goldner during the event.

“Our expectation is that we return to growth in revenues, earnings, and EBITDA in 2021. This includes revenue growth in all three segments to potentially achieve double-digit revenue growth across Hasbro for the year.”

The Wizards of the Coast and Digital Gaming segment will include all revenue associated with the Wizards of the Coast tabletop and digital games, including Magic: The Gathering and Dungeons & Dragons, as well as licensed Hasbro digital gaming across the portfolio.

Entertainment spans all revenue associated with Hasbro and eOne entertainment across Family Brands, TV and Film, and music.

The announcement came with an extensive roll-out of new announcements across each of the segments, that included the detailing of new animated and live-action TV and film releases across some of Hasbro’s most iconic entertainment franchises, including My Little Pony, Transformers, Peppa Pig, Magic: The Gathering, and Dungeons and Dragons.

Consumer Products

Hasbro was quick to project a growth of the consumer products revenue above the industry growth rate, fuelled by an increase in its ecommerce business which it expects to make up for 50 per cent of all consumer products business by 2025.

In its direct to consumer channels, Hasbro is to launch Hasbro Pulse to the UK, with additional markets to follow, while it has also detailed a partnership with Amazon on its PlaySkool brand with a new focus on learning and sustainability for pre-school audiences.

The firm is extending its partnership with Epic Games to continue a licensed roster of products for its Nerf and Games Fotnite collaborations, while expanding the IP into action figures and role play this year and beyond.

Hasbro also detailed three new Monopoly launches in Monopoly Builder, Monopoly Crooked Cash, and the community-based Monopoly campaign launching on March 19.

The company is also eyeing new innovation in the gaming space, aligning itself with voice technology to integrate Alexa into its gaming offering with The Wanted Bounty Hunters board game, a titles that gives players an in-game connection to Alexa and the cinematic world of The Mandalorian.

The toy maker will also be supporting its robust theatrical and streaming calendar of content this year with ranges spanning GI Joe, Ghostbusters, Marvel, Star Wars, and Disney Princess new releases.

Completing the bill, and in partnership with Merlin Entertainment, Hasbro will be welcoming the opening of the first Peppa Pig theme park in LEGOLAND Florida next year.

Wizards of the Coast

A segment now spanning its hobby and digital gaming audiences, Wizards of the Coast is, according to the firm, ‘approximately halfway to achieving its target of doubling revenue from 2018 to 2023.’

2020 Wizards of the Coast revenue was $816 million, with Magic: The Gathering revenue up 23 per cent and Dungeons and Dragons revenue up 33 per cent for the year.

Alongside new digital game launches for both Magic: The Gathering and Dungeons & Dragons, the unit has detailed new crossover products within the collectables and social play space with partners Warhammer 40,000 by Games Workshop, and Middle Earth Enterprises, to include characters from The Lord of the Rings universe.


Finally, within its Entertainment segment, Hasbro currently has more than 200 projects underway across TV and film.

Franchise plans include those with Transformers which has a panned feature film for 2022, a new animated feature film in developments, a third instalment of Transformers: War for Cybertron on Netflix, a new 20-episdoe animated comedy series on Netflix called Transformers: BotBots, and a new original animated Transformer series with Nickelodeon.

Meanwhile, Magic: The Gathering currently has a feature film in development at Fox, as well as a premium animated series in production with Netflix, while Dungeons and Dragons has partnered with Paramount Pictures for its own feature film, and a number of television projects are in the works.

With My Little Pony, a CGI film will debut on Netflix this year, alongside a new computer animated series.

New Peppa Pig content will continue to roll out through to 2023 as well as PJ Masks.

BBC Studios names Andrew Carley director of global licensing to build Bluey momentum

BBC Studios has promoted licensing industry expert Andrew Carley to the newly created role of director of global licensing, as the firm looks to build on the momentum of the hit pre-school brand Bluey.

In his new role, Carley will lead a five-year strategic growth plan for BBC Studios’ global licensing business, partnering with regional licensing teams, while reporting into BBC Studios’ chief marketing officer, Nicki Sheard.

“I am delighted that Andrew is taking on this new role to help us fuel the growth of Bluey which is quickly gaining worldwide fame,” said Sheard. “His experience of taking pre-school brands global will be invaluable in unlocking the potential of Bluey, and his strategic approach to licensing will benefit BBC Studios’ wider portfolio of hero brands.”

The former Entertainment One executive boasts a wealth of experience in building global licensing programmes around popular pre-school IP, having led the charge for eOne’s Peppa Pig before the company was acquired by the entertainment powerhouse, Hasbro, in 2019.

Andrew Carley, said: “The BBC has long been synonymous with high quality children’s programming. To be given the opportunity to use my experience to help build a long-term global licensing prgoramme around such fantastic programming, including Bluey, is hugely exciting.

“Bluey has many of the rare attributes associated with evergreen global preschool success stories. With that potential comes the opportunity to build on its success and cement BBC Studios’ position as a global player in licensing and consumer products.”

Bluey has already proven itself a hit in international markets, including its launch market Australia. The series has won a slate of awards including the International Kids Emmy and a host of Kidscreen awards. In the US, Bluey has been listed as the number two top new growth property last year for the total toy industry.

Bluey has struck up a number of partnerships across consumer products and publishing already, with Penguin Random House leading its master publishing roll-out, and Moose Toys tapped as the property’s master toy licensee.

Products is due to launch in the UK this year.

Online shopping and gaming surge helps Hasbro hit $1bn ecommerce revenue in 2020

Online shopping and the world’s lean into family gaming throughout the pandemic have helped global entertainment company, Hasbro maintain a steady ship on 2020’s waters as the firm hit $1bn in ecommerce revenue for the first time last year.

Increased revenue across Hasbro Gaming and Hasbro entire gaming catalogue, including Wizards of the Coast and Dungeons of Dragons, have helped the toy maker maintain an even keel over the course of what’s been billed ‘a most challenging year.’

The pandemic has forced a year of changes most notably across the physical retail space and the TV and film sector. It comes as no surprise then, that in its full year 2020 financials, Hasbro has reported a decrease in film and TV revenues through its eOne segment, as well as lower Family Brands revenue due to retail disruption.

However, the global business did see a marked uptick in its ecommerce business that, for the first time in its history, hit the $1bn mark as shoppers have turned to online purchasing in response to lockdown restrictions.

Meanwhile, Revenues in Hasbro Gaming grew 21 per cent while revenues across its total gaming category picked up 20 per cent, and while net revenues for the full year 2020 dipped eight per cent year on year, the surge in ecommerce witnessed an increase of 43 per cent to hit the $1bn mark.

Hasbro bosses have credited the team’s resilience, tenacity, creativity, flexibility, and empathy’ for seeing it through what CEO Brian Goldner called ‘a most challenging year.’

“Our teams successfully drove demand for several product categories across our portfolio including our entire gaming portfolio from Wizards of the Coast brands to face-to-face gaming,” said Brian Goldner, Hasbro’s chairman and chief executive officer.

“They found ways to reach the global consumer despite retail closures throughout the year, delivering over $1bn in ecommerce revenues for the first time. We leveraged our global supply chain capabilities and our evolving geographic manufacturing supplier base to get products made and distributed.

“We integrated our acquisition of eOne and while live-action TV and film production was limited, we made substantial progress developing Hasbro IP for storytelling that we believe will lead to enhanced revenues and earnings power from Hasbro brands from multiple income streams.

“We developed toy and game lines for valuable pre-school brands Peppa Pig and PJ Masks to launch later this year. We concentrated on managing expenses and cash, growing adjusted operating profit margins and finishing the year with $1.45bn in cash on our balance sheet.”

Fourth quarter 2020 revenues four per cent which included growth across its franchise brands such as Magic: The Gathering, Monopoly, and Nerf, as well as products for the Star Wars and The Mandalorian franchises, and Hasbro Gaming. Dungeons and Dragons also saw a standout year.

Deborah Thomas, Hasbro’s chief financial officer, added: “Throughout 2020, the global Hasbro team did an excellent job executing in a challenging environment. In the fourth quarter, we grew revenues and adjusted operating profit, overcoming tough comparisons within the Partner Brand category and last year’s theatrical releases.

“Our focus on working capital and expense management delivered $976.3 million in operating cash flow for the year, and as part of our commitment to paying down our debt, we repaid $123 million of the debt we raised to finance the eOne acquisition.

“We continue to see strong retail, consumer and audience support for our brands and content as we look to the coming year. Global points of sale increased last year, despite lockdowns and retail disruption, and 2021 is starting with a strong year-over-year momentum.”

Hasbro extends WildBrain CPLG partnership for eOne brands across Nordics and CEE

Hasbro Consumer Products has extended its partnership with WildBrain CPLG in a deal that will see the licensing agency represent eOne brands Peppa Pig, PJ Masks, and Ricky Zoom in the Nordics and Central and Eastern Europe.

The popular pre-school brands will join WildBrain CPLG’s existing representation in these territories for Hasbro Consumer Products’ brands My Little Pony, Play-Doh, Monopoly, and Nerf.

The licensing firm’s remit in the Nordics and CEE include merchandising, publishing, promotions, and short-term location based entertainment.

“We’re very excited about expanding our partnership with WildBrain CPLG Nordic and CEE to represent the full combined Hasbro and eOne portfolio locally,” said Delphine de Kool, licensing director for EMEA Agents at Hasbro.

“With a complete portfolio representation and WildBrain CPLG’s local licensee and retail relationships, we see these regions as strong growth markets to continue to deepen our consumer connections and drive meaningful 360-degree retail programs.”

Slawomir Ekiert, managing director CEE and Nordics for WildBrain CPLG, added: “We’ve established a very successful relationship with Hasbro across many of the company’s most popular and iconic family brands in key markets, and the addition of these beloved properties to our rights adds further breadth and depth to our partnership.

“Together with Hasbro, we look forward to building new opportunities to grow these brands in the Nordics and CEE and to creating greater synergy across our European activity.”

WildBrain CPLG already handles Hasbro and eOne brands in Benelux and has scored a raft of new local deals across both portfolios in the territory. For My Little Pony, Canenco is on board for plush, children’s jewelry and make-up to support the brand’s upcoming movie this October.

For Nerf, Durabo is creating headphones and speakers, and Kubbinga is creating bicycles with matching gear.

For Peppa Pig, Sambro is launching large-size plush, and Durabo is developing a range spanning arts and crafts, outdoor toys, headphones and speakers. Further new local partners secured by WildBrain CPLG’s Benelux team include: W&O Products, The Cookie Company, Airquee, Karsten, RMS Europe, TM Essentials, Vondels, Leomil, Stationery Team Europe and Aymax.

In addition to its representation of Hasbro properties in CEE, the Nordics and Benelux markets, WildBrain CPLG also handles Hasbro’s Merchandise, Publishing, Promotions and short-term Location-based Entertainment business in Turkey.

Hasbro partners with the World Taekwondo Federation for Get Active with the PJ Masks campaign

Hasbro has struck a multi-territory partnership that will see its popular animated property, PJ Masks, join forces with the World Taekwondo Federation for a partnership designed to engage children around the world in the Korean martial art.

The campaign, called Get Active with the PJ Masks, will span multiple markets and feature 12 World Taekwondo top athletes.

The campaign aims to combine the global appeal of the popular animated series with the fun and accessibility of taekwondo to encourage children to take part in the sport. A unique digital tutorial series and interactive website have been created to help young fans of World Taekwondo and PJ Masks get active, have fun and master their own taekwondo inspired superpowers.

“There couldn’t be a better time to get kids active and excited about sport and movement,” said eOne’s Rebecca Harvey, EVP global marketing, Family & Brands. “Action, heroism and integrity are central to the PJ Masks brand and these values are perfectly aligned with the World Taekwondo Federation’s mission to teach taekwondo to kids around the world and channel their youthful energy into skills that will build strength and resilience.”

Taekwondo heroes from 12 countries have been selected as hero ‘Get Active’ hero ambassadors to create 12 Let’s Get Active taekwondo movements that will  encourage children to try and recreate them at home. They are Bianca Walkden (Great Britain), Dae-hoon Lee (Korea), Hatice Kubra Ilgun (Turkey), Jingyu Wu (China), Joel Gonzalez (Spain), Magda Wiet Henin (France), Maria Espinoza (Mexico), Milena Titoneli (Brazil), Panipak Wongpattanakit (Thailand), Pauline Lopez (Philippines), Tahir Guelec (Germany) and Vito Dell’Aquilla (Italy).

The partnership aims to amplify the reach of both brands and increase participation of the sport in the three to eight year age group through a reward focussed syllabus that teaches co-ordination and discipline skills.

World Taekwondo President Dr. Chungwon Choue, commented: “We are delighted to partner with Hasbro to bring together our shared values and the skills of our world and Olympic stars. World Taekwondo is committed to connecting with young people around the world and getting them to practice taekwondo and live healthy lifestyles.

“Partnering with the most loved and internationally recognised children’s shows in the world, is an excellent opportunity to demonstrate how fun and rewarding taekwondo can be. I want to thank each of these World Taekwondo Heroes for bringing smiles to the faces of children and families everywhere.”

PJ Masks embarks on Dubai Fitness Challenge to encourage local children to get active

PJ Masks is embarking on the month-long Dubai Fitness Challenge throughout November, helping to promote a healthier lifestyle to children, and encouraging them to be active for at least 30 minutes a day. The campaign, developed in partnership with Hasbro and eOne, will be delivered through exclusive workout videos released through the month.

The partnership was secured by 20too Licensing, Hasbro’s local sub-representative in MENA and Eventbox.

PJ Masks’ own Catboy, Owlette and Gekko are known for being active throughout the series. The heroes have to master their physical abilities in every episode, learning the values of teamwork, discipline and co-ordination in all their adventures – showing children that they too can be superheroes.

Four PJ Masks workout videos have been created for children of all ages, inspired by the well-known hero moves from the trio: Catboy, Owlette and Gekko. The first PJ Masks workout video will be released on the Dubai Fitness Challenge YouTube channel on 30 October 2020 and once a week thereafter until 28 November 2020.

The videos feature catchy and fun PJ Masks themed songs and the routines are energetic, challenging and intent on keeping the kids’ focus featured in iconic locations in Dubai. Children will be encouraged to replay the videos to keep learning and perfecting their own version of the routine with their favourite PJ Masks moves.

Whether it is inside or outside the home, children can learn the importance of staying active and healthy from a young age combined with the values of the PJ Masks heroes, where friendship and teamwork always saves the day.

Hasbro’s VP consumer products Marianne James on becoming a pre-school powerhouse

When Hasbro first made clear its plans to take over the Entertainment One entity at the end of 2019, the writing was pretty much on the wall that 2020 was going to be an atypical year for the world of children’s entertainment, licensing, and toys.

No one quite knew exactly how different things would turn out, and yet the licensing and toy industries have persisted and here we stand, on the edge of the first virtual Festival of Licensing in place of our usual Brand Licensing Europe, where Hasbro is about to unveil a whole new slate of content for Peppa Pig, new toy lines for PJ Masks, and its latest plans for Ricky Zoom.

Alongside all of which, we hasten to add, the global powerhouse of children’s entertainment and now one of the world’s biggest players in the pre-school space, will also be rolling out the latest franchising, licensing, and merchandising plans for that staple portfolio of brands such as NERF, Power Rangers, Transformers, Monopoly, My Little Pony… the list goes on.

It should come as little shock that Hasbro is now not only looking to put its stake in the ground in the global pre-school market with Peppa Pig and PJ Masks leading the charge, but developing way beyond the current flagship IP to turn the pre-school space into its own veritable playground.

Here, Licensing.biz catches up with Marianne James, VP of consumer products at Hasbro to discuss the integration of the Entertainment One property over the course of the year, how 2020 has forced the global entertainment house to evolve to the next level, and just what else Hasbro has cooking now that it spans the entertainment spectrum.

Well, Marianne, it’s been one eventful year, and one that all kicked off with the acquisition of eOne. How has Hasbro’s licensing division adapted to and moved with the changes of the past year?

The biggest major change we made from an organizational perspective is that we’re now one fully integrated Licensing team following the acquisition of eOne last year. At the beginning of the year, we devised a new organisational structure to support our expanded portfolio across EMEA.

It has been a real benefit, allowing us to leverage the vast talent pool from the eOne team while combining it with the Hasbro team. Together it is a true powerhouse that has strengths in so many different areas and a portfolio that is second to none.

In terms of adapting to the vast changes that have occurred externally in the past year, we were quick to pivot and pause our licensing activations during lockdown and create a suite of digital assets for families to enjoy at home. Going forward we recognise the need to be flexible and offer a diverse category mix that can evolve with the changing needs of the world. Our retail approach will focus more closely on e-commerce and the value channel in reflection of what we’re seeing in the marketplace and we’re ready to embrace those opportunities with our product and promotional offering.

2020 has seen Hasbro take on the position of powerhouse in the pre-school space, and you’ve already given us a taste of what’s to come for Peppa Pig, PJ Masks, and Ricky Zoom. How much has the acquisition informed Hasbro’s approach to the licensing space this year and going forward? Can you talk us through plans here?

The acquisition of eOne dramatically enhances our storytelling capabilities and franchise strategies through TV, film, digital and other mediums. The new content creates greater opportunity to deliver amazing stories for all screens and audiences. Anytime you acquire a stable of IP as notable as eOne’s, your approach to the business must reflect that; such is the case here. With a strong foothold in the preschool space, we are now particularly excited to dive deeper in that area and explore themes and play patterns complementary to our existing brands.

You mentioned Ricky Zoom, PJ Masks and, of course, Peppa Pig, as the standouts and I can only say that we have more pre-school brands in development now and these will be given the opportunity to leverage the success of those brands.

What is the vision for Hasbro now it spans all entertainment markets, from pre-school to adult? That must be a very exciting dominion for you to be looking after, too…

It is quite exciting. Right now, we are working towards a smooth and compelling integration of our combined portfolio into the retail market. With a repertoire of brands that span every age, demographic and category, organization and careful planning become paramount.

We are always striving to find new ways to work with our retail partners to maximize the breadth and depth of our portfolio. Our goal is to bring a high level of expertise, of knowledge, to every demographic and play pattern. In today’s market there is no substitute for expertise, it is crucial that we stay on top of all areas in order to be the best partner for retail that we can be.

We know that our brand portfolio is our strength. It will set us up for success in 2021 as we work to activate in every imaginable retail channel from the traditional and beyond. Our goal is to lead the market in a 360 approach from CP, digital, experiential, content and brand marketing.

Away from the eOne brands, Hasbro has a portfolio of massive IP like Transformers, Power Rangers, My Little Pony, Hasbro Gaming, NERF… can you talk through some of the biggest developments for these brands? How will Hasbro continue to push the envelope of innovation in the licensing space through the development of this IP roster?

There is a great deal going on! We always like to mark milestone anniversaries, and next year we have the 35th anniversary of Transformers. We also have the 85th anniversary of Monopoly commencing later this year. Both events give cause for timely celebration and will be leveraged with exciting collaborations, consumer promotions and retail activations.

Owing to our growing understanding of the changes in consumer behaviour, Nerf is also a property that we believe will enjoy a rapid expansion across multiple categories next year. Its growth will continue to cement our position as a leader in the active lifestyle and sports category. The Nerf franchise will benefit from significant above the line investment in 2021 with soon to be revealed experiential marketing initiatives set to bring the brand to life like never before.

The way we approach our CP program is guided by what we call the ‘Brand Blueprint’. This refers to our strategic framework for bringing our brands to life in exciting new ways to create immersive, 360-degree experiences for our audiences. Right now, we’re focused on deeper consumer engagement, innovative brand and product experiences and increasingly expansive opportunities for our portfolio.

It’s really all about leveraging these great story driven properties like Power Rangers, My Little Pony and Transformers by giving fans new and exciting experiences both at retail and online.

What are some of the key emerging trends within the licensing/consumer product space, and how is Hasbro aligning itself with them and maintaining its position of strength in the field?

Following lockdown, the importance of digital content and e-commerce platforms really came to the fore and that’s a key strategic focus for us. In a very short space of time, access to entertainment and retail via digital platforms really accelerated at an unprecedented rate and given the uncertainty surrounding the next year that’s something we need to be mindful of in every aspect of the business.

We are always monitoring and evaluating all the information we can gather regarding widespread changes in consumer behaviour. There is real value in being able to not only react but anticipate consumer behaviour.

There are fundamental changes that occur that will have reverberations for the industry, so we strive to keep on top of it. Currently, growth is evident in Food, Health &Wellness, Personal Care, Puzzles &; Games, Home Goods, and Classic Play. As always, we will work to service the growing demand and find good fits within our brand portfolio.


Hasbro Consumer Products adds eOne brands to WildBrain CPLG’s Benelux remit

Hasbro has detailed an expansion to its licensing representation partnership with WildBrain CPLG Benelux to include the globally renowned portfolio of Entertainment One brands, including the likes of Peppa Pig and PJ Masks, following the recent integration of the business.

Under the partnership, WildBrain CPLG will now represent the licensing and merchandising rights for pre-school hits including Peppa Pig, PJ Masks, and Ricky Zoom across the Benelux region.

“We are maximizing our local partnership with WildBrain CPLG Benelux and adding Peppa Pig, PJ Masks, and Ricky Zoom,” said Marianne James, vice president of Hasbro Consumer Products in EMEA.

“With WildBrain CPLG’s local retail relationships, we see this region as a strong growth market to deepen our consumer connections across Merchandising, Publishing, Promotions and short-term Location Based Entertainment.”

Brenda Draaisma, managing director at WildBrain CPLG Benelux, added: “The expansion of Hasbro’s brand portfolio with the addition of eOne’s beloved global preschool brands including Peppa Pig, PJ Masks and Ricky Zoom, has added significant firepower to Hasbro’s already impressive offering.

“We look forward to working across these new brands and we’re confident with their focus on family-oriented storytelling, the properties will drive new growth for licensees and retailers in the Benelux market.”