WildBrain CPLG to bring engine oil brand Motul into workwear, tools and toys

WildBrain CPLG has been tapped as the global agent – excluding AsiaPac – for premium engine oil brand Motul.

The deal marks Motul’s first expansion into licensed products and will see WildBrain CPLG’s Lifestyle division develop a programme targeting categories spanning workwear, tools, garage equipment and car and bike maintenance goods.

The products push will also include lifestyle categories such as apparel, accessories, gifting, construction toys and kits, and retail loyalty promotions.

“We’re confident the WildBrain CPLG team will carefully identify licensees that are matched with our primary focus on quality, as well as with our unique spirit – which is a considered blend of authenticity, innovation, passion for racing and taste for adventure,” said Romain Grabowski, Head of Brand at Motul.

“The official Motul licensed products offering will soon be available across different markets and will give Motul fans, petrol-heads, drivers, riders, DIYers and mechanics the opportunity to enjoy a wider experience with the Motul brand.”

Victoria Whellans, Group Brands Director at WildBrain CPLG Lifestyle, added: “With Motul’s rich heritage and reputation as one of motorsports’ most notable players, the brand has excellent licensing potential in a diverse range of categories.

“We’re already working closely with Motul to build a best-in-class consumer products offering, which will be closely aligned with the brand’s core values – premium, specialist, ingenious, brotherly, passionate and authentic.”

Motul joins WildBrain CPLG’s growing lifestyle portfolio, which also includes Absolut Vodka, Charlotte Posner, Karcher, Kikkoman, The Metropolitan Museum of Art, Osprey London, Parental Advisory, Chupa Chups, Mentos, Smint, Yale University and Harvard University.