Crayola partners with WildBrain CPLG to drive growth across EMEA

Crayola is continuing to drive international growth across new and existing categories in EMEA through a new representation partnership with world-leading licensing agency WildBrain CPLG.

The brand’s successful global partnerships with the likes of Vans and Fat Face have driven significant interest from IP owners and brands who see exciting opportunities to explore the colourful world of Crayola.

In partnership with WildBrain CPLG, Crayola will continue its expansion of its consumer products business through strategic licensing programmes targeting fans of all ages, in key categories including apparel, accessories and footwear, toys, homewares and FMCG products across mainland Europe, the Middle East and Africa.

Rob Spindley, Licensing Director EMEA, says: “Whilst we will retain the UK business within Crayola, we will be leaning into Wildbrain CPLG across its extensive European network of teams and offices. WildBrain CPLG demonstrated an innate understanding of the Crayola brand values, positioning and strategic growth pillars, making the agency best placed in translating this into licensed product programmes across the territory.

“The team’s experience across all consumer product categories integrated into Crayola’s strategic approach to growth, promises to deliver further expansion and opportunity for licensees and brands bringing new and innovative products into the market.”

Meike de Vaere-Hoorn, VP Partnerships & Business Development at WildBrain CPLG, says: “Crayola is a beloved brand in homes around the world, celebrated for inspiring creative freedom, making it an exciting addition to our EMEA portfolio. We’ll be focused on bringing the brand’s playful and imaginative values to life through an engaging consumer products programme for the whole family and we can’t wait to get started on this colourful journey with the team at Crayola.”


King Features builds momentum for Popeye and Olive Oyl with expansion into new territories

King Features Syndicate, a unit of Hearst and home to some of the world’s most popular entertainment characters, today announced expansion into new territories, Benelux, India and the Middle East, for its iconic comic characters Popeye and Olive Oyl.

Building upon its existing global licensing programme, brand owner King Features has signed new agents to support growth in the territories, including J&M Brands (Benelux), WildBrain CPLG (Middle East), and Black White & Orange (India).

Affinity for Popeye and Olive Oyl continues to skyrocket across Europe, and now J&M Brands will continue to grow the beloved characters’ presence in Benelux, which is comprised of the Netherlands, Belgium, and Luxembourg. J&M Brands will focus on introducing new apparel, collabs, food, health and beauty, and sustainable partnerships that align with the brand and resonate with European audiences. This year, they will introduce two new eco-conscious Popeye partnerships. School of Life Projects (Netherlands) incorporates materials like wool, a renewable fibre source, into their collections to preserve traditional artisan crafts, and apparel brand, A-Dam (Netherlands), develops their garments using recycled and organic materials.

In the Middle East, WildBrain CPLG is expanding Popeye and Olive Oyl’s reach in new territories including Bahrain, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia and United Arab Emirates with fashion retailer Riva Fashion and product distributor Trucare FZC.

Continuing growth for the characters in India, Black White Orange Brands recently brokered a deal with Universal Sportsbiz Pvt. Ltd. for a successful Popeye collaboration with popular Indian youth fashion and apparel brand, WROGN. WROGN was co-created by Indian cricket star, Virat Kohli, who served as the face of the Popeye campaign. The Popeye x WROGN collection includes a range of 28 t-shirts featuring classic poses of the spinach-eating sailor paired with the graphic WROGN logo.

“We’re tremendously proud of the growth and success that the Popeye brand has experienced globally and look forward to the brand’s continued expansion with our newest international agents and partners. There’s something extraordinary about the iconic Popeye and his universe that truly transcends across all cultures,” says Carla Silva, VP/GM, global head of licensing, King Features.

King Features’ expansion into new territories comes on the heels of several successful Popeye initiatives, including apparel collections from ICEBERG, Moncler, Intimissimi Uomo and Mey, NFTs from UNDONE and MADWorld, along with sustainability-focused partnerships with the Popeye Sail Club powered Pick a Pier in partnership with Blue Flag, and an Angry Birds Friends x Popeye tournament in support of ocean clean-up organisation, The SeaCleaners.

WildBrain unveils sweet new Strawberry Shortcake deals

WildBrain, a global leader in kids’ and family entertainment, will be serving up Strawberry Shortcake at Vegas Licensing Expo, May 24-26, as the beloved kids’ brand continues to gain momentum around the world with new distribution, licensing and promotional partnerships.

Following the global success of Season 1 of its new Strawberry Shortcake series, Berry in the Big City, WildBrain is also set to drop Season 2 this summer on the official Strawberry Shortcake channel on WildBrain Spark, the Company’s leading AVOD network on YouTube and YouTube Kids.

Michael Riley, Chief Brands Officer at WildBrain, says: “Since launching this fresh version of our treasured Strawberry Shortcake brand and the new Berry in the Big City series, the response from kids, families and industry partners alike has been amazing. As we prepare to launch forty more episodes, we’re seeing the new brand gathering significant momentum, as demonstrated by another round of international partners, and we know this is only just the beginning for our all-new Strawberry Shortcake.”

Licensees attending Vegas Licensing Expo are invited to visit WildBrain’s dedicated licensing agency, WildBrain CPLG, at stand E154 to learn more about exciting licensing opportunities for Strawberry Shortcake.

The new Berry in the Big City 2D-animated series (80 x 4’), plus four brand-new premium CG-animated seasonal specials (4 x 44’), are produced by WildBrain’s Vancouver animation studio with renowned showrunner Michael Vogel (My Little Pony: Friendship is Magic). The series celebrates stories of diversity, creativity and friendship as Strawberry Shortcake heads to Big Apple City to find her big break and “bake the world a better place.” The series and specials are part of the global rollout of WildBrain’s new Strawberry Shortcake brand across animated content, gaming, music, toys, food, apparel, events and more.

A new wave of distribution partners for Berry in the Big City has been signed following the previously announced worldwide deal with Netflix, which saw the series launch on the platform April 15 and which will see four original CG specials follow in 2023.

Peacock (US) has signed on for seasons one and two of Berry in the Big City, as has Brazilian broadcaster globoplay. The Roku Channel (US) has launched a Strawberry Shortcake channel featuring new and classic content, including seasons one and two of Berry in the Big City. WildBrain’s Family Channel is currently airing the series and will be the exclusive home for the new specials in Canada. Tiny Pop (UK) has taken both seasons plus the specials – seasons one and two episodes will also be available on Tiny Pop’s VOD app, the POP Player. HOP! (Israel) has picked up season one and the four CG specials. Also, TelevisaUnivision’s Prende TV free streaming service has launched a Strawberry Shortcake channel featuring both new and classic content in Spanish for the US.

Other new distribution partners for season one include Amazon Prime Video (LatAm, France, Germany, Austria, UK, Ireland, Australia), Crave (Canada), FilmRise (US), Future Today (US, UK, Canada), Kartoon Channel! (US, Canada, UK, Ireland, Australia, New Zealand, Singapore), Kids Street (US), Magenta-TV (Germany), Tubi (US), TVNZ (New Zealand) and XUMO (US).

Additionally, multiple new consumer products partnerships have been inked for the Strawberry Shortcake brand by WildBrain’s dedicated licensing agency, WildBrain CPLG. Several new deals for both New and Vintage Strawberry Shortcake highlight the evergreen appeal of the brand amongst girls and mothers, including Bentex, for girls’ apparel and swimwear in the US; Jay Franco, for home & bath in the US and Canada; Centric Brands, for ladies’, girls’ and toddler sleepwear, plus mommy-and-me sets for the US; and Cotton On, for ladies and girls’ sleepwear, home and stationery, and girls’ apparel, for global.

Also for Vintage Strawberry Shortcake, Boss Fight has signed on to make fully articulated and scented action figures of Strawberry Shortcake and her friends for the US, while Spirit Halloween is on board for costumes and dress-up for the US and Canada.

These deals add to the list of previously announced licensees for the new Strawberry Shortcake, including Moose Toys (Master Toy/global) and Penguin Random House (publishing/North America), plus a number of capsule fashion collections for Vintage Strawberry Shortcake that launched this winter/spring, including a Unique Vintage collection for Valentine’s Day 2022; a co-branded collection from By Samii Ryan (BSR) featuring matching sets, shorts, baby tees, chinos and a bucket hat; and a Dolls Kill collection of apparel, footwear, accessories and a strawberry shortcake picnic basket.

WildBrain’s Strawberry Shortcake kicks off “Fruitastic” produce promotion

WildBrain CPLG starts a new chapter with HarperCollins Productions

Entertainment, sport and brand licensing agency WildBrain CPLG has further expanded its entertainment portfolio with the signing of worldwide licensing and merchandising (L&M) rights for a trio of HarperCollins Productions’ popular properties: Carmen Sandiego, The Oregon Trail, and Pretzel and the Puppies.

WildBrain CPLG’s L&M rights for Carmen Sandiego include the hit animated action-adventure television series, which is produced by HarperCollins Productions and WildBrain for Netflix and based on the media franchise of the same name. The agency will also represent L&M rights to the Carmen Sandiego Netflix movie, which is currently in development.

The Oregon Trail is a mega-hit video game franchise from the 1980s and ’90s, which has recently launched as a top-ranked game on Apple Arcade. The popular property has also been extended into books and licensing with major media in development, but not yet announced.

Pretzel and the Puppies is a children’s book by Margret and H.A. Rey, the authors of Curious George, originally published in 1946 and recently re-released by Clarion Books, an imprint of HarperCollins Children’s Books. It is now an Apple TV+ animated series, which follows Pretzel, the world’s longest dachshund, and his wife, Greta, as they encourage their pups to get their paws up to solve problems and “make their bark” on the world.

Under the deal secured by WildBrain CPLG’s North America office, the agency will build strategic licensing programmes for each of the properties across multiple new categories, including apparel, footwear, fashion accessories, electronics, toys and games, health and beauty, back-to-school, and homewares. The partnership also includes promotions and location-based entertainment rights.

Jasen Wright, VP North America at WildBrain CPLG, says: “As our North America office continues to expand its entertainment portfolio, it’s fantastic to welcome a company of HarperCollins Productions’ calibre into our roster, a group which is home to some incredibly popular franchises that we know have significant consumer products potential. What’s more, the Carmen Sandiego brand is a perfect example of how WildBrain is positioned to offer 360-degree strategies for IP owners who are looking for integrated content, distribution, and licensing all under one roof.”

Caroline Fraser, Head of HarperCollins Productions, adds: “HarperCollins publishes some of the best children’s titles in the world. When we adapt these titles to screen, kids, families and authors enjoy wider access to our beloved characters and stories. We are excited to work with WildBrain CPLG to bring our properties to an even wider audience through licensing and merchandising.”

An award-winning production company within HarperCollins Publishers, HarperCollins Productions develops and produces TV, film, and interactive projects adapted from books published by HarperCollins, with projects ranging from preschool to YA to family entertainment, in both live-action and animation.

Moose Toys to create more Magic at Licensing Expo

Moose Toys has found ‘magic’ in the licensing of its popular brands, and it is poised to do so again with Magic Mixies Mixlings, a collectible line based on global sales phenom Magic Mixies Magic Cauldron, as well as The Legend of Akedo, an action-packed line of collectibles that represents the toymaker’s biggest boys’ brand launch to date.

WildBrain CPLG, licensing agency for the two brands, will be hosting the toymaker at its booth (#E154) during the Licensing Show in Las Vegas, May 24-26, 2022, for vendors interested in partnering with the brands. WildBrain CPLG represents Magic Mixies Mixlings in the U.S. and Canada from its dedicated North America office; the company has the global licensing rights for The Legend of Akedo.

“We are looking to WildBrain CPLG to work its magic with both of these brands to create imaginative, clever products that incorporate the inherent brand personalities of Magic Mixies Mixlings and The Legend of Akedo,” says Menal McGrath, vice president, global licensing, Moose Toys. “We’re thinking outside the ‘cauldron’ for ways to incorporate the surprise and delight of Magic Mixies. For The Legend of Akedo, with its impressive array of collectible action figures and action-packed content that brings them to life, licensed products are the logical next step and something fans of the brand will be looking for Moose to bring to the experience.”

Magic Mixies Mixlings, a mesmerising line of more than 40 collectible figures, each with their own interactive wand and magic feature, will be supported by original content on the Moose TubeSquad YouTube channel. The 11-minute Mixlings mini movie debuts on May 13; two teasers were previously released. Additional episodes can be expected in June and throughout summer.

Working together, Moose and WildBrain CPLG will develop a range of products for Magic Mixies Mixlings that infuses innovation and real magic to continue the momentum and excitement of the Magic Mixies product, which was so successful it was the No. 1 item in Special Feature Plush in December and the Fall season and continued to be through March ’22 as per NPD. Mixies also was recognised as The Toy Foundation’s Creative Toy of the Year in 2021.

The Legend of Akedo, with its epic warrior figures, provides an expansive gallery of unique characters from which to draw ‘wild’ inspiration, including ninjas with swords, a teddy bear with a chainsaw and a big baby ruling with his gavel, as well as robots, gladiators, Vikings, dinosaurs and clowns. For both brands, the initial focus for the consumer products roll out will be on apparel, sleepwear, publishing, accessories and homeware categories.

“Moose Toys delivers incredibly imaginative toys, and we have the pleasure – and fun – to develop products that are complementary in style, form and function to the distinctive characteristics that make these two brands immensely popular,” says Jasen Wright, VP North America, WildBrain CPLG. “They are a wonderful collaborative partner, and we are delighted to work with them to deliver very special products for Magic Mixies Mixlings and The Legend of Akedo.”

Licensed merchandise for Magic Mixies Mixlings will weave in key spellbinding features of the brand that will bring magic to the clothes kids wear and the everyday accessories they use.

“While we still are in the development stage, I can say for Magic Mixies Mixlings there are plans for hidden reveals, secret compartments, colour change and many more magical touches,” says McGrath.

Since launching in autumn 2021, Magic Mixies has become a global sales phenomenon. In the U.S., Magic Mixies is the #2 brand in Total Plush YTD, as per NPD. The toy is continuing to grow in popularity with demand for Magic Mixies Magic Cauldron at retail staying high, and it has new-found celebrity on social media. The recently introduced line of Mixlings collectibles and a newly released content about the magical creatures coupled with several upcoming new product releases have the brand poised to catapult to even greater success.

WildBrain CPLG/Moose will be at Licensing Expo, Mandalay Bay Convention Center, Las Vegas, from 24-26 May 2022. 

WildBrain CPLG rebrands lifestyle division as ASPIRE

Entertainment, sport and brand licensing agency WildBrain CPLG has rebranded its rapidly growing Lifestyle division under the new name “ASPIRE”, with an expanded mandate to accelerate growth of the agency’s Corporate & Lifestyle brands portfolio.

The dedicated group and new brand, flying under the WildBrain CPLG banner, reflect the agency’s commitment to growing meaningful opportunities for existing and new partners in the Corporate and Lifestyle space. ASPIRE will focus on building long-term strategic partnerships for leading global brands across such categories as art and heritage institutions, FMCG, fashion and lifestyle, hardware and automotive. As part of the rebrand, the agency has today unveiled a dedicated logo for the ASPIRE division.

Under the continued leadership of Victoria Whellans (pictured), who takes on a new role as Commercial Director for ASPIRE (previously Group Brands Director, Lifestyle), the rebranded division will aim to develop innovative, relevant and authentic brand extensions, creating new consumer touchpoints and opening incremental revenue streams for partners. 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.

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.

Whellans says: “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. 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.”

Jasen Wright adds: “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 diverse Corporate & Lifestyle brand portfolio includes recently signed partners such as Sauber Motorsports and its Alfa Romeo F1 Team ORLEN, The Master Lock Company, the University of Southern California and internationally renowned artist Romero Britto. Its partners also continue to launch innovative collections, with recent highlights from OSPREY LONDON X Sitting Spiritually, who have launched a premium garden furniture range this month; a new OSPREY LONDON Spring-Summer footwear collection from 33 Joints; a Karcher role play toy range in development from Simba Dickie Group; and a Yale University apparel and accessories collection launching at Reliance Fashion Lifestyle, India’s largest fashion retailer.

Additional new deals across the portfolio include University of Southern California and Truecare Kids in India for apparel and accessories, and Kikkoman and Park Agencies for apparel, nightwear, accessories and home gifting for UK, Eire, Germany, Poland, Denmark and France.

Find out more at


WildBrain CPLG expands into APAC

Entertainment, sport and brand licensing agency WildBrain CPLG is continuing to strengthen its global footprint with expansion across the Asia Pacific (APAC) region and the launch of new dedicated offices in Singapore, Taipei and Seoul.

Additionally, the licensing team who are part of WildBrain’s existing Shanghai operations will be expanded and renamed WildBrain CPLG China. The new and existing operations will service the entire APAC region across approximately a dozen countries.

Maarten Weck, EVP & Managing Director of WildBrain CPLG, will lead the APAC expansion and be responsible for the management and growth of WildBrain CPLG’s team and business across the region. WildBrain’s  current licensing team in Shanghai, managed by Jianbo Wei, Managing Director for China, will be integrated into WildBrain CPLG and expanded. Wei will also continue to oversee WildBrain’s content business in China.

The agency is now looking to rapidly build its leadership, management and wider marketing and licensing teams to drive the expansion, with new positions open in APAC and London. WildBrain CPLG is part of WildBrain Ltd.

Maarten Weck says: “With the expansion of our business across the greater APAC region, we’ll offer both existing and potential new partners a truly global licensing solution, not only through a broadened footprint in the territory, but also through access to our wider network of global offices and integrated way of working. We’re looking to rapidly grow our team in APAC, with support in London, and we look forward to receiving interest from talented professionals who want to join our world-leading team at this exciting time.”

While offering existing licensors access to new markets, WildBrain CPLG’s expansion into APAC will also aim to build the agency’s portfolio with new representation for local brands and licensors. WildBrain CPLG in APAC currently represents and manages WildBrain-owned brands, such as Strawberry Shortcake, In the Night Garden, Inspector Gadget and Teletubbies, as well as select existing third-party IP rights across its entertainment and lifestyle portfolios, including SEGA, Sauber Motorsport, Absolut, Malibu, Parental Advisory, The Master Lock Company, Yale University and the University of Southern California, with more to come.



Motul and Sunrich announce agreement for scale model cars

Major lifestyle and motoring brand Motul has announced a partnership with Sunrich Toys & Hobby, which designs and manufactures high-quality scale model cars for the global hobby market.

Sunrich will produce and distribute a special range of model cars featuring the classic red and white Motul livery. The deal was brokered by WildBrain CPLG, Motul’s global licensing agent (excluding APAC).

Sunrich, a wholesale distributor and exclusive importer of premier scale model cars, will produce 10-15 models covering race cars from IMSA, WEC and Le Mans. Each one will be a highly detailed scale model of a well-known automotive brand, and all will feature the famous Motul livery.

The model cars will launch on the market in summer 2022. They will be distributed worldwide through the Sunrich network of trusted partners for sale at retailers and online. More brand-related racing models are planned.

The main consumer market for Sunrich is hobbyists and collectors. However, Sunrich also offers OEM services to various car manufacturers and retailers, creating customised models for use in product launches and promotional events. Motul, a regular partner to major teams at numerous important motor racing events, plans to use these exceptionally detailed scale models as part of its on-site promotions throughout this and next year.

Sunrich Toys & Hobby was founded in 2002 with the goal of offering the highest-quality scale model cars to the US hobby market. By partnering with some of the highest-regarded brands in the industry, it quickly rose to become one of the largest importers and distributors of model cars in North America. Sunrich began manufacturing its own scale models in 2007 under the brand TSM-Model. It is now a premier worldwide brand.

This partnership demonstrates the strength of the Motul brand, which is known in over 160 countries and is now taking that powerful reach into a major lifestyle branding campaign.

Motul is targeting a range of high-end collaborations and co-branded products as well as categories, ranging from apparel to backpacks and, of course, car accessories, supported by global licensing agent WildBrain CPLG, as well as recently appointed agents for Japan, Australia and New Zealand.

Glen K. Chou, President, Sunrich, says: “Like many racing fans, I grew up watching Motul-sponsored BMW and Honda race cars, so it is a dream come true that I can work with the iconic Motul brand. This partnership will not only allow us to gain access to the vintage Motul race car livery, but it will also help us to connect with various Motul racing teams around the world. We look forward to working with Motul to develop a wide range of brand-related racing models.”

Managing the Motul campaign is Laurent Taieb, a licensing specialist with over 25 years’ experience. He says: “Motul’s strong association with some of the biggest motorsport manufacturers and events on the planet is part of what makes it a classic brand. This agreement, with a company that is a byword for craftmanship and style, offers a perfect showcase for the famous Motul livery and will delight hobbyists and motorsport enthusiasts everywhere.”

WildBrain CPLG creates Partnerships team led by Meike de Vaere

Entertainment, sport and brand licensing agency WildBrain CPLG has created a new Partnerships team to offer its multi-territory licensors an increasingly unified and strategic approach to drive growth and success through its expansive global network.

Led by WildBrain CPLG’s Meike de Vaere, who has been promoted to the newly created position of Vice President, Partnerships and Business Development, the Partnerships team will incorporate all operations from the previous Client Services unit, now also including Business Development, and will steer the strategic alignment of processes for partners to maximise opportunities for growth and efficiency. De Vaere, who was previously Business Development Director, joins WildBrain CPLG’s senior leadership team and reports to Maarten Weck, EVP & Managing Director.

Leveraging WildBrain CPLG’s expertise and capabilities across its global network of territory offices, the team will streamline integrated partner solutions in marketing, retail, creative, legal and financial services across the agency’s portfolio, including WildBrain-owned brands such as Teletubbies and Strawberry Shortcake. Business development will continue to be integral to De Vaere’s role and team focus, driving increased integration from the acquisition of new rights and onboarding of partners, through to sustaining and growing partner relationships in the long-term.

Within the new Partnerships structure will be a Key Partnerships team led by WildBrain CPLG’s Brenda Draaisma, who has taken on a global role as Director of Key Partnerships. Previously Managing Director, Benelux, Draaisma will oversee key partners in the business and be responsible for building and maintaining strategic relationships. John Taylor, VP Northern Europe, will continue to lead operations in the Benelux region.

WildBrain CPLG’s portfolio of Lifestyle and Corporate brands will continue to be managed under the agency’s dedicated Lifestyle division.

Maarten Weck, EVP & Managing Director at WildBrain CPLG, says: “As we continue scaling up and significantly expanding our global footprint, we’re committed to ensuring we’re the best strategic partner for all brands and licensors in our portfolio. The launch of our Partnerships team, with the hugely talented Meike at the helm, will offer a unified and seamless approach for partners looking to fully benefit from our comprehensive global capabilities and local expertise.”

Meike de Vaere adds: “We have a fantastic and valued portfolio of brands at WildBrain CPLG, and we’re deeply committed to offering the best possible partnerships. This exciting step will offer partners an unrivalled integrated and proactive approach across all our services globally, and I look forward to continuing to grow and sustain valuable relationships driving success for the long-term.”

Before rejoining WildBrain three years ago as Retail Director of Benelux, De Vaere held several senior global Retail & Marketing positions including at Mattel, Rituals Cosmetics and Parabel Foods.

WildBrain CPLG partners with Moose Toys for Magic Mixies licensing programme

Entertainment, sport and brand licensing agency WildBrain CPLG is partnering with Moose Toys to handle representation of the global toy company’s mega-hit Magic Mixies Magic Cauldron, as well as planned line extensions for the brand.

Under its dedicated North America office, WildBrain CPLG will represent Magic Mixies in the U.S. and Canada to build a cross-category merchandise offering, targeting kids aged 5–8 years old. The initial focus for the consumer products roll-out will be on the apparel, sleepwear, publishing, accessories and homeware categories. Moose will be building the brand’s presence even further with a comprehensive content plan later this year.

Jasen Wright, VP North America at WildBrain CPLG, says: “As we continue building our successful relationship with Moose Toys, it’s fantastic to add yet another of their exciting brands to our remit. 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, adds: “WildBrain CPLG has proven itself to be a dynamic and creative partner for our brands in the U.S. 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.”

WildBrain CPLG also handles the global licensing programme for Moose Toys’ biggest boys’ franchise to date, Akedo – Ultimate Arcade Warriors. Additionally, the agency recently secured a partnership with Moose for a range of toys and playsets based on a fresh iteration of WildBrain’s Strawberry Shortcake brand and its new animated series, Berry in the Big City.