10 Minutes With … WildBrain CPLG on its Past and Future

License Global: What is a fun fact or interesting thing about WildBrain CPLG that people might not know? 

Jasen Wright: We are the world’s oldest operating licensing agency. We’re celebrating the 50th anniversary of WildBrain CPLG this year. It’s incredible to look back at all the changes in the industry during that time, but there is plenty still to come and we’re well-positioned for the future. Bring on the next 50.  

What are some of the key collaborations that have defined WildBrain CPLG’s approach to licensing?  

As part of the larger WildBrain organization, we very much take a 360-degree approach to brand-building, from concept to content to consumer products and pride ourselves on being trusted partners to bring innovative and creative collaborations to life.  

From a North America perspective, we’re seeing some wonderfully creative collaborations for WildBrain’s owned franchises, notably for Strawberry Shortcake. There’s considerable demand for nostalgic and heritage brands – and with Strawberry Shortcake celebrating her 45th anniversary this year – we’ve brought some exciting partners on board from fashion and accessories with brands such as Dolls Kill, Cakeworthy, Loungefly and A Leading Role, to unique scent-infused collectibles with The Loyal Subjects that are rolling out in Walmart stores across the U.S.  

Strawberry Shortcake.

These collaborations really build on Strawberry Shortcake’s pop culture appeal by keeping the brand fresh and contemporary driving relevancy with consumers without losing that enduring legacy that makes her one of the most iconic characters in the world.  

What new trends are you seeing in the licensing industry?  

Location-based entertainment (LBE) continues to grow and will be a game-changer for brands. We’re already seeing success in the China and APAC regions with theme parks, themed entertainment centers and marketing activations and significant momentum is building in the rest of the world from brands looking to leverage these opportunities. We recently launched our LBE business to drive opportunities for our WildBrain franchise brands, including Teletubbies and In the Night Garden, as well as global partner brands such as Playmobil.  

Playmobil.

I’d also say there’s an upswing in partnerships with digitally native brands as brand owners look for more ways to connect directly with existing and new consumers. The influence and reach that some of these digitally native brands have across social platforms gives brand owners a new avenue to speak directly to consumers. We’ve partnered with Goose Creek, Sweet Peas, Hunnideux and Vampyre Cosmetics to launch new assortments to reach new consumers. Corporate brands such as Master Lock, which is a key partner for us within our corporate and lifestyle division, ASPIRE, continue to seek new opportunities in the licensing space. It’s an area that requires a bespoke approach, but there is a significant appetite for strategic and creative brand extensions.  

What advice would you give to someone just starting in licensing? 

Network as much as you can. There are many entry points and routes to success in licensing and utilizing your connections will be very beneficial to your career, as well as building work friendships for life. We’re a friendly industry so don’t be shy.  

Are there new IPs and brands that WildBrain CPLG plans to showcase at Licensing Expo this year?  

We’re excited to be creating the first-ever global licensing program for Supercell’s The World of Clash, the mobile gaming franchise that includes “Clash of Clans,” together with its hit spin-off game, “Clash Royale.” We’re working on a cross-category consumer products program aimed at fans of both games, with target categories, including toys, apparel, publishing, promotions, gifting, collectibles, consumables and housewares. 

World of Clash.

We also announced our global partnership with Playmobil last year as master licensee so we’re excited to be expanding the Playmobil brand into new categories across merchandise, publishing, location-based experiences and promotions. The response so far has been phenomenal.  

Other new third-party brands on our roster include Spin Master’s Unicorn Academy which we represent in the Nordics, Iberia, Italy and Benelux. We’re looking for opportunities across apparel and accessories, home décor, health and beauty and back-to-school paper products categories as well as LBE.  

What can we expect from WildBrain CPLG for the remainder of this year and into 2025?  

We’ll continue to offer a creative “best-in-class” approach to licensing which builds on our extensive global experience while leveraging our local expertise. WildBrain’s 360-degree approach to franchise management across content creation, audience engagement and global licensing gives us a unique position in the market to work with global brands and partners, so we’re excited for what’s to come.  

WildBrain CPLG will be attending Licensing Expo 2024 in Las Vegas, NV and will be at booth #J206.

Register for Licensing Expo 2024.