Licensees Focus


18 Apr - 2024

Tags from the story: PLAYMOBIL, WildBrain CPLG.

WildBrain CPLG is expanding the licensing programme for beloved brand PLAYMOBIL, with new cross-category partnerships across the globe.

As master licensee for PLAYMOBIL, WildBrain CPLG handles worldwide rights across the brand’s core and franchise programmes for the Horst Brandstätter Group.

As PLAYMOBIL celebrates its milestone 50th anniversary this year, new global collaborations signed by WildBrain CPLG include apparel and accessories lines from Zara for a new PLAYMOBIL collection that features a t-shirt and sweatshirt, while lifestyle retailer Spreadshirt has launched branded items across apparel, accessories, paper products, kitchen accessories and home accessories.

In the publishin g category, WildBrain CPLG has signed a global deal with HarperCollins for German-language books based on PLAYMOBIL’s “Horses of Waterfall” and “Wiltopia” franchises. Sony Music will also launch a German-language audio book series based on “Horses of Waterfall” and “Pirates” toys to be distributed worldwide.

Meike de Vaere, VP Partnerships & Business Development, WildBrain CPLG, said: “PLAYMOBIL has been a leader in the kids’ space for 50 years, and these new collaborations demonstrate the brand’s longstanding reputation for quality and creativity. We’ve focused on building upon PLAYMOBIL’s significant cross-category potential for innovative consumer product extensions targeting both kids and adults, while keeping the brand’s DNA at the core of our programme. We’re excited to see all new lines roll out in this milestone year.

Bjoern Seeger, Press Officer at PLAYMOBILHorst Brandstätter Group, said: “The growth of our extensive global licensing programme in partnership with WildBrain CPLG has expanded the consumer base for the PLAYMOBIL brand through new categories and markets in playful and inspiring ways. As we celebrate PLAYMOBIL’s 50th birthday, we’re confident fans all over the world will love these best-in-class ranges.” 

New European partnerships: apparel, accessories, publishing and more

In Europe, WildBrain CPLG has secured apparel and accessories partnerships with Brava Fabrics, which is following its successful 2022 range with a new adult apparel collection available online; while Lyle & Scott is set to launch an apparel and accessories collection for kids and adults, which will be sold via Zalando and Lyle & Scott stores across Europe.

In publishing, Delius Klasing has released a coffee table book that pays tribute to five decades of PLAYMOBIL in Germany, Austria, Switzerland and the UK. For Spain and Belgium, publisher Planeta DeAgostini has launched a set of PLAYMOBIL books and figures celebrating the great stages, places and civilizations of history, with another set centred around careers.

Local-language PLAYMOBIL books for kids will be available in Poland via a partnership with MSZ. Casterman will publish French-language books in France, Belgium, Switzerland, Luxembourg, Morocco and Canada. Edel has released a German-language audiobook based around the “Princess Magic” theme for Germany, Austria, Switzerland, Luxembourg, Alto Adige and Liechtenstein. Blue Ocean continues to publish its PLAYMOBIL-branded magazine in Germany, Austria, Switzerland, Liechtenstein, Spain, Portugal, Italy, Greece, Poland, Hungary and Romania, with a bonus PLAYMOBIL figure attached to each issue.

PLAYMOBIL will also feature in promotions across Europe, with Iberian retailer Pescanova running an in-store promotion for a chance to win one of 300 €100 vouchers to redeem at PLAYMOBIL online. Nomad Foods is also running an on-pack promotion on Findus seafoods for a chance to win a Captain Findus figure in Italy, UK, San Marino, Vatican City and Austria. The German postal service, Deutsche Post, has also launched 30 million PLAYMOBIL stamps.

In the live events category, WildBrain CPLG has signed licensee Thekom for non-ticketed live events with PLAYMOBIL-branded character costume meet-and-greets and mall events for Italy, San Marino and Vatican City. In the Party and Dress-Up category, Smile Box has come on board for partyware in Spain and Portugal, while Kardasis will launch edible cake decorations in Greece, Cyprus and Germany.

Following a deal with MDM, PLAYMOBIL collectibles including co-branded bank notes, polymer notes, coins and medals decorated with evergreen PLAYMOBIL characters are set to launch across Germany, Austria and Switzerland. Dohe has released PLAYMOBIL branded stationery products, distributed through specialty stores, department stores and online shops in Spain, Portugal and Andorra.

New APAC partnerships

WildBrain CPLG has also signed a number of key PLAYMOBIL licensees in the Republic of Korea including Needs Global for branded tableware and home accessories, and HaA Inc for PLAYMOBIL phone accessories. PLAYMOBIL apparel and accessories partner Chilsung hosted a pop-up event in a key Korean mall featuring branded merchandise, while IQBOX has released snack packs with a mystery PLAYMOBIL figurine.

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