WildBrain CPLG works out new deal with Richard Simmons

Agency takes worldwide representation rights to iconic 1980s fitness expert.

WildBrain CPLG is getting ready to work up a sweat with its new signing, having picked up the worldwide rights to iconic 1980s fitness expert, Richard Simmons.

The deal was secured with Plaster Partners, the brand marketing venture from Richard’s long-time manager Michael Catalano.

The agency will be targeting adults with a cross category programme across key categories including accessories, food and beverage, footwear, fitness and sporting goods, publishing, health and beauty, social stationery and digital applications.

Licensees already on board in the US – secured by licensing executive Brittany Straede – include NECA (games, toys, action figures and boxes), Funko (figurines), Mad Engine (apparel and sleepwear), Pyramid (posters and stationery), TF Publishing (calendars) and Super Impulse (novelty gifts).

The first products are due to launch in time for this year’s holiday season.

Richard pioneered the home fitness video revolution in the 1980s and is best known for his high energy and flamboyant personality. After more than 30 years, his ‘Sweatin’ to the Oldies’ workouts remain the bestselling exercise video series of all time.

“Richard Simmons is one of the most iconic figures in fitness, recognised internationally for his infectiously positive attitude and energetic home workouts,” said Alyssa Gourlay, director of business development at WildBrain CPLG North America. “With the surge of interest in his vintage workout routines on YouTube, as people discover exercise content they can enjoy at home, we’re looking forward to bringing consumers an exciting range of products reflecting Simmons’ colourful and hi-octane personality, while also tapping into the nostalgia for the 1980s home aerobics genre.”

Richard’s manager, Michael Catalano, added: “We’re thrilled that WildBrain CPLG will be leading the charge to bring all things Richard to a global audience. Richard continues to be one of the most revered and loved fitness personalities of all time.

“His licensed line will be pure Richard – fun, motivational and inspiring.”

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

MORE NEWS
ArgosBlackFriday500x500
 
Following its biggest shopping day of the year, Argos has shared insights on how the UK shopped this Black Friday, including top selling products, the busiest hour for shopping and more....
OhhDeerV&A500x500
 
Ohh Deer is expanding into the museums sector, welcoming V&A and Natural History Museum to its portfolio....
PaddingtonRowingBlazers500x500
 
The capsule is highlighted by two pieces directly inspired by Paddington's own wardrobe....
RubiesBluey500x500
 
The deal marks a significant expansion of Rubies' existing licensing for Bluey products in Australia....
PlayDohStarWars500x500
 
Play-Doh and Star Wars have 'Doh-ified' iconic characters from the Star Wars franchise with two new play-sets featuring the likes of the Mandalorian, Grogu, Luke Skywalker and Darth Vader....
job
 
Hearst UK is looking to expand its team with the hiring of a licensing assistant....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.