Amazon MGM Studios and WildBrain CPLG detail fresh Wednesday collaborations

Amazon MGM Studios Consumer Products has detailed an extensive line up of consumer products secured in collaboration with WildBrain CPLG for Wednesday.

New collaborations include a worldwide deal with United Colors of Benetton for an extensive apparel line launching in Autumn 2024.

In Europe, DEICHMANN has come on board for an adults and kids shoe line for UK and EMEA. In the GAS region, bilou is launching a line of health and beauty products, while nail beauty brand Maniko has UV-Gel strips for Wednesday-themed nails.

In Spain and France, Sun City will launch a line of apparel. In Italy, Sammontana served up Wednesday themed ice cream this summer, while Cerealitalia is set to launch confectionery for Christmas.

Elsewhere, Bauli will roll out a second collection of Wednesday Easter eggs in 2025, following the success of their first collection earlier this year.

In the UK and Ireland, Imperial Candles has launched a Wednesday collection featuring exclusive, collectible enamel pins and jewellery, which are revealed as the scented candles burn.

Further UK cross-category licensees include Danilo for greeting cards, Kimm & Miller for food gifting, Rubies for expanded ranges in dress up, Pyramid International for gifting, Blue Sky for stationery, Character World for bedding, Corsair Toiletries Limited for health & beauty, and Wow Stuff for toys.

An extensive UK mass market retail launch for apparel will see Wednesday in stores nationwide, as well as on Amazon.com and other retailers this month through fashion collections with Brand Alliance, Misirli, and Fashion UK.

“The overwhelming success of Wednesday has shown us the importance for building a strong consumer products program that can truly drive fan engagement around this series,” said Jamie Kampel, Head of Amazon MGM Studios Consumer Products and Interactive Licensing.

“As the show continues to captivate audiences worldwide, we’re thrilled to be expanding our licensing program, with the help of our dedicated team at WildBrain CPLG across key categories like apparel, home goods, health and beauty, and more.

“By offering fans innovative and exciting new ways to experience the weird and wonderful world of Wednesday, we’re able to deepen their connection to the series and the characters they love. The power of consumer products to build and sustain fandom is undeniable, and we’re just getting started in unlocking Wednesday’s full merchandising potential.”

Pau Pascual, VP Southern Europe, MENA and South Asia for WildBrain CPLG, added: “Wednesday is such a distinctive brand with huge scope for licensing, and as anticipation grows for the second season, we’re seeing significant excitement building amongst licensees and retailers in these territories.

“The new collaborations across multiple categories really are as unique as Wednesday herself!”