Licensing agency takes global rights for premium engine oil brand.
WildBrain CPLG has been tapped as the global agent (excluding AsiaPac) for premium engine oil brand, Motul.
Under the agreement – which marks Motul’s first expansion into licensed products – WildBrain CPLG’s dedicated Lifestyle division will develop a licensing programme targeting motorsports, motorcycle and car enthusiasts, automotive professionals, males and a growing female audience, and families.
Key categories will include workwear, tools, car- and bike-maintenance goods and garage equipment, alongside lifestyle categories such as apparel, accessories, gifting, construction toys and kits, plus retail loyalty promotions.
“With Motul’s rich heritage and reputation as one of motorsports’ most notable players, the brand has excellent licensing potential in a diverse range of categories,” commented Victoria Whellans, group brands director at WildBrain CPLG Lifestyle. “We’re already working closely with Motul to build a best-in-class consumer products offering, which will be closely aligned with the brand’s core values – premium, specialist, ingenious, brotherly, passionate and authentic.”
Romain Grabowski, head of brand at Motul, added: “It’s with great pride that we announce our collaboration with WildBrain CPLG, as we both share the same ambition and they were immediately an obvious choice to us.
“The WildBrain CPLG team has an extensive network and impressive experience within the licensing world and we’re confident they will carefully identify licensees that are matched with our primary focus on quality as well as with our unique spirit, which is a considered blend of authenticity, innovation, passion for racing and taste for adventure.”
Romain continued: “The official Motul licensed products offering will soon be available across different markets and will give Motul fans, petrol-heads, drivers, riders, DIYers and mechanics the opportunity to enjoy a wider experience with the Motul brand.”
Motul joins WildBrain CPLG’s growing lifestyle portfolio which also includes Absolut Vodka, Charlotte Posner, Karcher, Kikkoman, The Metropolitan Museum of Art, Osprey London, Parental Advisory, Chupa Chups, Mentos, Smint, Yale University and Harvard University.
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