WildBrain CPLG has secured a raft of new European deals on behalf of the Line Friends brand’s Brown & Friends, an off-shoot IP that features the brand’s signature characters Brown, Choco, Cony, Sally, and others.

Blueprint Collections has signed up with the IP for a stationery range, Gund will develop new plush lines, Kokomo is working on a health and beauty collection, Misirli is developing its signature socks, and Poetic Brands is readying a collection of daywear and nightwear.

WildBrain CPLG – which represents Line Friends across Europe and in the UK – has also struck up partnerships with Portico Design for calendars, and Zak Designs for melamine. For France, WildBrain CPLG has secured a deal with Undiz for an underwear and nightwear range, and in Switzerland with Confiland for confectionery.

The new products have already started to roll out at retail and will continue to launch throughout the year, joining Line Friends’ existing global deals with Funko and Uniqlo.

Additionally, Atomic10 has been appointed as the PR agency for Line Friends in the UK. The agency will work with influencers and media partners to support licensees’ product launches and expand Line Friends’ fan base in the market.

John Taylor, VP Northern Europe and managing director UK and France at WildBrain CPLG, said: “Instantly recognisable, the Line Friends and Brown & Friends characters have quickly become part of Gen Z and Millennials’ daily lives internationally.

“We’re excited to be expanding the brand’s European licensee base with bold new products which are ideal for fashion conscious fans, and having Atomic10 on board in the UK will provide invaluable support as we get the word out to tweens, teens and young adults in the market.”

These new partnerships follow Line Friends’ recent win at the Licensing International Excellence Awards 2020, where Brown & Friends was named the Best Digital / App / Video Game Brand.