WildBrain CPLG has been appointed to represent international artist Romero Britto across the UK, EMEA and Russia. Under its growing Lifestyle division, WildBrain CPLG will build a design-led programme inspired by Romero Britto’s vibrant and colourful artwork across categories including fashion, accessories, home, paper goods, gifting, and arts and crafts.
Victoria Whellans, Group Brands Director at WildBrain CPLG Lifestyle, says: “There’s currently huge demand for licensed lifestyle products inspired by the art world, as seen in Romero Britto collaborations with Puma and Wilson, that give consumers a chance to ‘own’ a piece of art through more affordable and accessible purchases. With his vast international recognition and uplifting, eye-catching and vivid style, Romero Britto’s brand is perfectly positioned to tap into this trend for the long-term and deliver engaging product ranges that will offer consumers unique ways to connect with his art.”
Lucas Vidal, Global CEO of the BRITTO and Romero Britto Fine Art brands, added: “Romero’s work is instantly recognisable, and we believe that WildBrain CPLG is an important strategic partner to continue to bring his uplifting artwork and designs to a wider audience through innovative consumer products.”
Brazilian-born Romero Britto founded the Happy Art Movement in 1992 with the mission to inspire happiness, fun, love and optimism around the globe. His art uses vibrant colours and bold patterns, and has been described as exuding “warmth, optimism and love” by The New York Times.
Britto’s work has been exhibited in galleries and museums in over 100 countries. He is considered the most licensed artist in history and Britto’s Happy Art has leant itself to many collaborations with international brands, such as NetDragon WebSoft, Audi, Bentley, Coca-Cola, Pepsi, Walt Disney, Universal Pictures, Evian, Hublot, Invicta, Carnival Cruise Line, Hasbro and Mattel.