Agency on board to grow quirky property in the Benelux region.
Happy Ink has appointed WildBrain CPLG to represent its Hamsta property in the Benelux (across Belgium, Netherlands and Luxembourg).
Created in Amsterdam by Saskia Keiser, Hamsta embarked on its licensing programme just over two years ago. Since its launch, the brand has secured international partners and presence in over 34 countries and seven territories.
WildBrain Spark – digital kids’ network and studio – is also working with Happy Ink to run a three-month pilot programme to distribute nine pieces of Hamsta parody content across the WildBrain Spark Hub Channels, expanding the reach and opening the content up to wider global audiences.
“We were immediately drawn to the look and feel of the Hamsta World brand,” said Brenda Draaisma, general manager at WildBrain CPLG. “The simplicity and the use of colour in the design is fully on trend. We look forward to working closely with the team to create innovative products that will not only expand the brand throughout the Benelux but will also communicate the fun behind the brand.
“We will support an extensive licensing and promotional programme already in place, as well as tap into fresh opportunities with a focus on collaborations, toys, loyalty and collectibles.”
Saskia Keiser, executive creative director and founder of Happy Ink, added: “We are so honoured to have WildBrain CPLG represent our quirky Hamstas in their home country.
“They are such a strong ally to help spread da Hamstas happy and hungry message and to help us team up with a broad range of licensing products in the Benelux.”
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