WildBrain CPLG to extend PLAYMOBIL into publishing, experiences and consumer products

WildBrain CPLG is to handle worldwide rights of PLAYMOBIL as the master licensee for the renowned toy brand.

The partnership spans across both the core and franchise PLAYMOBIL brands from the Horst Brandstätter Group, including Wiltopia, Novelmore and Adventures of Ayuma.

Starting from April 1st 2023, WildBrain CPLG will look to expand PLAYMOBIL into new categories across consumer products, publishing, location-based experiences and promotions.

“As we continue to expand our global footprint at WildBrain CPLG, it’s fantastic to welcome PLAYMOBIL to our well-established roster of world-leading brands,” said Maarten Weck, EVP & Managing Director at WildBrain CPLG.

“PLAYMOBIL is a household name for families and is a mainstay for retailers, with a long-standing reputation for both quality and creativity. We see significant potential to expand the brand’s presence and profile beyond the core toy range, and we look forward to creating new and unique partnerships across a varied range of categories.”

Roger Balser, Head of the PLAYMOBIL Business Unit, added: “PLAYMOBIL has fans all over the world. Hand in hand with WildBrain CPLG, we will bring the brand to many new categories and markets. We want to inspire kids of all ages around the globe to playfully explore the world, a world full of imaginative stories.

“Our goal is to establish PLAYMOBIL as a globally leading consumer-centric brand. We do this by creating emotional connections with our consumers across all touchpoints from entertainment to toy, from consumer products to promotions and live experiences.”

Other toy brands in WildBrain CPLG’s portfolio includes Crayola, for which the agency holds consumer products rights in EMEA (excluding UK), and Moose Toys’ Magic Mixies in the North American market.