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WildBrain CPLG gets spooky with expanded Wednesday licensing programme

WildBrain CPLG is collaborating with MGM Consumer Products on an extensive consumer products programme for the studio’s smash-hit series Wednesday.

The programme includes the signing of new and expanded partnerships across fashion, gifting, homewares and more. Wednesday – which debuted in November 2022 on Netflix – launched at number one in 83 countries. It has recently become Netflix’s most watched English-language series of all time.

In fashion, Zara launched apparel for women and older girls in spring 2023, with an expanded range to begin rolling out in autumn and winter 2023. Brand Alliance has signed on for adult apparel and accessories, with a new collection landing now at Primark, following the launch of a collection with ASOS in summer 2023.

WildBrain CPLG has also secured new apparel partnerships with Trucare in the Middle East and North Africa, and Aytex in Germany, Austria and Switzerland (GAS).

In the toy and gifting category, WildBrain CPLG has signed Play by Play for a range of collectable plush, which launched across Europe in August. For EMEA, Cinereplicas is on board for a range including cos-play apparel and accessories, collectables, stationery and kitchenware launching this autumn.

In Europe, Pyramid International began rolling out its gifting range (pictured above) in March this year across specialist retailers, including HMV and Forbidden Planet, which included wall art, stationery and apparel.

In addition, the agency also handles licensing rights for the original The Addams Family brand on behalf of MGM in Europe, the UK, India and the Middle East. WildBrain CPLG has secured recent apparel partners for the property in EMEA including Brand Alliance, Park Agencies, Skybrands, Napo and Aytex, plus Elyaf Group and Bloomerry GmbH. It has also bought Smiffys, Ciao, Funiglobal and Amscan on board for dress-up.

“The success of MGM’s Wednesday series on Netflix has been remarkable,” commented Maarten Weck, evp and md at WildBrain CPLG. “The series has quickly become a global phenomenon, and the growth of its fandom shows no signs of slowing down. We are proud to be working with MGM on an extensive offering of fresh, kooky and creative products that capture the magic and mystery of Wednesday’s world.

“As audiences gear up for the show’s highly anticipated second season, together we’ll build on this solid foundation to extend Wednesday into new categories and retail channels, with something for every fan to enjoy.”

Robert Marick, head of consumer products at MGM, continued: “It’s been exciting to see the fandom for Wednesday grow so quickly internationally. With the support of WildBrain CPLG and our international partners, we are looking forward to bringing a line-up of Wednesday merchandise to fans throughout Europe, the UK, India and the Middle East that will let them enjoy the property well beyond the roll of the series’ credits.”

In previously announced partnerships, WOW! Stuff has signed on for a gifting range, including Nano Pods and a Real FX Thing toy which lets fans create scenes from the series using green screen technology. Rubies has also inked a deal for dress-up costumes, launching in October.

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