A new partnership between Products of Change members WildBrain CPLG and the international toy maker, Playmobil will be placing sustainability goals at the forefront of a fresh endeavour to explore new merchandise, publishing, and location-based experiences opportunities.
Announced this week, WildBrain CPLG will now handle the worldwide rights for Playmobil as its master licensee, spanning the toy company’s core and franchise Playmobil brands including Wiltopia, Novelmore, Adventures of Ayuma, and more.
Starting from April 1, 2023, WildBrain CPLG will expand Playmobil into new categories across merchandise, publishing, location-based experiences, and promotions.
The team will also explore ways to help the brand achieve its sustainability goals and its commitment to become carbon neutral by 2027.
Maarten Weck, EVP and managing director at WildBrain CPLG, said: “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.
“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.”
Playmobil is the latest global kids’ and family brand to join WildBrain CPLG’s portfolio which also includes Crayola for which the agency holds consumer products rights in EMEA.
Roger Balser, head of the Playmobil Business Unit, said: “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.”
