WildBrain CPLG secures global partnership with lifestyle brand, MINISO

WildBrain CPLG has struck a far-reaching direct to retail partnership with international lifestyle retailer MINISO, which will see hundreds of new consumer products for Teletubbies, Strawberry Shortcake and In the Night Garden launch in over 5,000 MINISO stores around the world.

The partnership was brokered by WildBrain CPLG’s China team on behalf of WildBrain.

Based in China and celebrating its 10th anniversary in 2023, MINISO has entered 107 international markets with over 5,700 stores to date, attracting over 1 billion customers worldwide.

Under the new WildBrain partnership, MINISO will begin launching products in China for In the Night Garden this autumn, with Teletubbies (China and international) and Strawberry Shortcake (international) to follow next year.

Product categories for all brands include toys, consumer electronics, personal care, cosmetics, stationery, accessories, homeware, tableware and drinkware. Outside of Greater China the partnership will see products launched in MINISO’s network of lifestyle stores across North America, Latin America, Europe, Southeast Asia (excluding Japan), the Middle East and Africa.

The new deal builds on the recently announced partnership between MINISO and Peanuts, also brokered by WildBrain CPLG’s China team on behalf of Peanuts Worldwide. The MINISO x Peanuts collaboration will see an initial launch beginning this year, with the collaboration including 300 Snoopy products across multiple categories, including toys, bags and accessories, stationery and lifestyle products.

“MINISO has incredible reach via its growing network of stores around the world and is rapidly cementing its position as a destination for consumers to find high-quality, joyful lifestyle products at accessible price points,” commented Benjamin Bao, vp China at WildBrain CPLG. “This partnership marks a significant step forward in our global licensing campaigns for these beloved franchises, highlighting our commitment to bringing fans closer to the brands they love through creative and design-led products. It is also testament to our approach of leveraging our deep local expertise, such as with our licensing team in Shanghai, as part of our strategy to amplify brands for global audiences.”

Ada Dou, evp at MINISO, continued: “Partnering with renowned IPs is a key part of our strategy as we aim to transform into a global lifestyle super brand. By focusing on interest-driven consumption, MINISO aims to solidify its position as a prominent player in IP collaboration for lifestyle products. Through these partnerships, we can establish a deeper emotional connection with consumers and further enhance the brand’s identity.”

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