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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.”

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