In an evolving licensing landscape marked by shifting consumer behaviours and industry consolidation, WildBrain CPLG focuses on agility, innovation, and a “Glocal” approach that blends global strategies with local expertise to drive fan engagement and licensing growth. Licensing Magazine speaks to WildBrain CPLG’s Pau Pascual (PP), SVP Commercial, Europe, U.K. and the Americas, and Ben Peace (BP), SVP Commercial, Asia-Pacific, Middle East and India, about how they are evolving the role of the licensing agency and redefining what success looks like.
Adapting to Industry Change
PP: In a world of constant change and consolidation, every part of our industry is evolving—from licensors and licensees to retail and experiential. Consumer behaviour is shifting, and new trends are emerging, so adaptability has never been more essential. That’s why we remain agile, innovative, and future-focused in everything we do.
With 24 offices supporting over 100 territories worldwide, our global reach, combined with deep local expertise, is truly unmatched. As part of WildBrain, we’re also uniquely positioned to harness in-house capabilities across content creation and audience engagement.
In a fast-moving environment, this enables us to tap into expertise across our teams to deliver impactful, 360-degree programmes for WildBrain’s owned franchises—such as Peanuts, Strawberry Shortcake, and Teletubbies—as well as for our diverse portfolio of partner brands.
The Evolving Role of the Licensing Agency
BP: In today’s competitive landscape, it’s more critical than ever to stand out as a licensing partner. At WildBrain CPLG, we’re transforming the licensing agency model, moving beyond traditional representation to become true strategic partners. Our mission is to unlock brand value, strengthen equity, and drive sustainable long-term growth through a curated, holistic approach.
For example, we draw on our in-house digital marketing expertise to craft locally relevant, globally aligned social strategies and go-to-market plans. This isn’t about ticking boxes on a conventional consumer products plan checklist—it’s about activating the complete franchise flywheel.
We focus on identifying untapped opportunities in non-traditional categories and accelerating growth in areas that enrich the consumer experience. A great example of this is our deep capabilities in Location-Based Entertainment, where we’re bringing brands to life and deepening fan engagement through unique immersive, experiential activations that drive long-term value for franchises.
‘Glocal’ In Action – Localised Brand Building
PP: Strawberry Shortcake exemplifies how a cherished heritage brand can be revitalised for new markets through a globally aligned strategy that’s locally tailored. WildBrain’s digital and social strategies to expand brand awareness in key countries internationally—including the U.K., France, Germany, Spain, Italy, Mexico, and Brazil—provide for the rollout of country-specific social channels and paid advertising campaigns in local languages. This approach empowers our licensing teams to build authentic connections with fans and unlock opportunities with potential partners on the ground.
BP: Consumer marketing plays a pivotal role in franchise growth, and we’re actively supporting WildBrain’s franchises and partners in key regions, including Asia-Pacific, to drive awareness and deepen fan engagement. Strawberry Shortcake recently featured in a Boomerang School Tour in Thailand, a hugely successful activation that delighted children and strengthened ties with the local broadcaster, highlighting the impact of culturally relevant marketing. In Korea, we partnered with leading lifestyle and beauty magazine Allure for an extensive feature celebrating Peanuts’ 75th anniversary, amplifying the brand’s cultural resonance both globally and locally. We’re also working closely with new APAC partner Bellygom to optimise their social strategy and localised digital go-to-market plans to drive growth.
Redefining Success in Licensing
BP: With this approach, we’re reshaping what success looks like in licensing. Instead of pursuing volume, we’re curating programmes that prioritise quality and long-term impact. By partnering with brands that share our DNA, we elevate these relationships through creativity, innovation, and strategic thinking.
PP: It’s not just about consumer products either. Our 360-degree franchise-building expertise at WildBrain allows us to align licensing strategies with content and distribution strategies across multiple platforms like streaming, YouTube, and FAST. This integrated approach enables us to build innovative, cohesive programmes that deliver lasting value and success for our partners.
