WildBrain CPLG
WildBrain CPLG is a global licensing and consumer products agency representing entertainment, sports, and lifestyle brand owners across 20+ offices worldwide, earning royalties by connecting licensors with manufacturers and retailers. It is the international licensing arm of WildBrain Ltd.
- Company typePrivate
- Founded1972
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingServices
What WildBrain CPLG does
WildBrain CPLG is a full-service global licensing and consumer products agency operating as the international licensing arm of WildBrain Ltd., a Toronto Stock Exchange-listed family entertainment company. Founded in 1972 as The Copyright Promotions Licensing Group (CPLG) and acquired by WildBrain in 2021, the company represents brand owners (licensors) and connects them with consumer product manufacturers, retailers, and promotional partners across more than 20 offices in the UK, Europe, India, the Middle East, China, Asia Pacific and the US. Its portfolio spans four core verticals: Entertainment (including WildBrain-owned IP such as Strawberry Shortcake and Teletubbies, plus licensed brands like Peanuts, Hasbro, Dr. Seuss, Sony Pictures, Amazon MGM Studios, SEGA, Miraculous, Supercell, and HarperCollins), Sports (FC Barcelona, Juventus, Paris Saint-Germain), Lifestyle/Institutional (Master Lock, Kikkoman, Chupa Chups, Van Gogh Museum, Casa Batlló, plus universities such as Harvard, Yale, Cambridge, Columbia, USC), and a growing Location-Based Entertainment practice.
The company operates a B2B licensing agency business model: it earns royalties and agency fees by negotiating and managing licensing programmes between brand owners and downstream licensees, covering brand strategy, partner matchmaking, creative development, and programme management. There is no proprietary technology platform disclosed; the offering is people-led, with Regional Directors and VP-level executives deployed in each major territory to execute local licensing programmes. Go-to-market is enterprise field sales combined with channel-partner relationship management, supplemented by participation in licensing industry events and a digital presence on LinkedIn and Instagram.
Recent strategic activity in 2025-2026 demonstrates continued portfolio broadening into new geographies (Angry Birds across EMEA and South Korea; Peter Rabbit in the U.S. and Canada; APAC leadership appointment), new product lines (Location-Based Entertainment mandates for Miraculous, Dr. Seuss and Miffy), and new IP categories (architectural/cultural licensing for Casa Batlló). With over 50 years of accumulated licensing expertise, the company's defensibility rests on its global distribution footprint, entrenched multi-territory mandates with marquee licensors, and its integration with WildBrain Ltd.'s content and distribution ecosystem.
WildBrain CPLG firmographics
Firmographics- Name
- WildBrain CPLG
- Legal name
- The Copyright Promotions Licensing Group Limited
- Website
- https://wildbraincplg.com
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- WildBrain CPLG is a global licensing and consumer products agency representing entertainment, sports, and lifestyle brand owners across 20+ offices worldwide, earning royalties by connecting licensors with manufacturers and retailers. It is the international licensing arm of WildBrain Ltd.
- Ownership category
- akta.pro rank
WildBrain CPLG industry classification
Industry- Product category
- Brand Licensing Services
- NAICS
- Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)
- SIC
- Services-Allied To Motion Picture Production (7819)
- akta.pro primary industry
- Merchandising, Character & Brand Licensing (MPADALAF)
Keywords
Where WildBrain CPLG is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices18 records
Markets served
WildBrain CPLG business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Licensing Royalties: WildBrain CPLG generates revenue by representing brand owners (licensors) in licensing programs for consumer products, location-based entertainment, and promotional activations. Revenue is earned through royalty arrangements with licensees who manufacture and sell branded merchandise, with WildBrain CPLG collecting a share of licensing fees as the agent.
- Consumer Products & Location-Based Entertainment: The company manages full-service consumer products and location-based entertainment programmes, earning fees for brand extension strategy, creative development, partner matchmaking, and programme management across entertainment, sport, and lifestyle sectors.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
WildBrain CPLG product offering
Product offeringCore offering
WildBrain CPLG acts as a full-service global licensing partner, representing brand owners (entertainment, sports and lifestyle/lifestyle IPs) and connecting them with consumer product manufacturers, retailers, and promotional partners across multiple territories. Its work spans end-to-end licensing programme management: brand extension strategy, creative development, partner matchmaking, royalty administration, and on-the-ground retail and promotional activation. The company also drives Location-Based Entertainment (LBE) activations and manages consumer products programmes globally.
Product overview
WildBrain CPLG is a full-service global licensing and consumer products company operating across three portfolio divisions: Entertainment (properties including WildBrain-owned brands like Strawberry Shortcake, Teletubbies, and licensed brands like Peanuts, Hasbro, Dr. Seuss, Sony, SEGA, Amazon MGM Studios, Miraculous, and HarperCollins), Lifestyle (brands including universities like Harvard, Cambridge, Yale, USC; and brands like Kikkoman, Chupa Chups, Van Gogh Museum, Casa Batlló), and Sports (clubs including FC Barcelona, Juventus, Paris Saint-Germain). The company also offers Location-Based Entertainment services as part of its expanded licensing offerings. With over 50 years of expertise and more than 20 offices serving UK, Europe, India, Middle East, China, Asia Pacific and the US, WildBrain CPLG connects brands with partners through licensing programs, brand extensions, and merchandise collaborations. The company is part of WildBrain Ltd., a global leader in family entertainment.
Differentiator
Problem solved
Functional benefit
Brands
- WildBrain Properties: Internal brand portfolio including Strawberry Shortcake, Teletubbies, Peanuts, and other owned IP properties
Products and services
- Licensing Agency Services (Brand Owner Representation) End-to-end licensing agency representation for brand owners (licensors), covering brand extension strategy, creative development, partner matchmaking, programme management and royalty administration across entertainment, sports and lifestyle categories.
- Consumer Products Licensing Programmes Management of consumer products licensing programmes covering toys, apparel, accessories, publishing and digital content for entertainment, sports and lifestyle brand owners, executed through licensee networks across multiple territories.
- Location-Based Entertainment (LBE) Licensing Licensing representation and programme management for Location-Based Entertainment activations, including themed attractions, immersive experiences and exhibitions for entertainment IP owners expanding into experiences-based activations across multiple territories.
Quantifiable outcome
- Over 50 years of expertise in building highly successful consumer products and location-based entertainment programmes.
Companies that use WildBrain CPLG
Customer profileNamed customers35 records
Segments3 records
Ideal customer profiles4 records
WildBrain CPLG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
WildBrain CPLG partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Mercis BVcoreWildBrain CPLG expanded its relationship with Mercis BV to include location-based entertainment (LBE) for the Miffy and Friends property. This extends the existing licensing representation to cover LBE activations alongside consumer products.
- Miraculous CorpcoreMiraculous Corp expanded WildBrain CPLG's remit to drive location-based entertainment growth outside the Americas for the Miraculous brand (Ladybug and Cat Noir). This follows the existing consumer products mandate and extends it into LBE territories.
- Penguin Ventures (Peter Rabbit)corePenguin Ventures expanded WildBrain CPLG's licensing programme for The World of Peter Rabbit in the U.S. and Canada, broadening the scope of consumer products licensing representation.
- Casa BatllócoreCasa Batlló appointed WildBrain CPLG as its global licensing agent. WildBrain CPLG will drive Casa Batlló's global licensing programme, extending the iconic Barcelona landmark's brand into consumer products and experiences.
- SEGA and Rovio Entertainment (Angry Birds)coreSEGA and Rovio appointed WildBrain CPLG as the licensing agent for Angry Birds across Europe, Middle East and South Korea. WildBrain CPLG will manage the brand's consumer products and promotional licensing programmes in these territories.
- Dr. Seuss EnterprisescoreDr. Seuss Enterprises expanded its relationship with WildBrain CPLG to accelerate strategic growth of beloved Dr. Seuss properties (including The Cat in the Hat and How the Grinch Stole Christmas!) through location-based entertainment across U.K., Europe and Asia-Pacific.
- WildBrain (Strawberry Shortcake CG Refresh)coreWildBrain unveiled a CG (computer-generated) refresh of Strawberry Shortcake and announced an expansive content rollout across its digital network, expanding the iconic brand for a new generation.
- MGA Entertainment (L.O.L. Surprise!)minorMGA Entertainment launched L.O.L. Surprise! dolls featuring Strawberry Shortcake characters, representing a cross-brand licensing collaboration within the WildBrain CPLG portfolio.
- Dr. Seuss EnterprisescoreDr. Seuss Enterprises and WildBrain CPLG expanded licensing programmes for The Cat in the Hat and How the Grinch Stole Christmas! across multiple product categories and territories.
- Ubisoft (Rayman)minorUbisoft expanded WildBrain CPLG's representation to include Rayman licensing rights in France, building on existing relationship.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
WildBrain CPLG competitors and assessment
Company assessmentBroad incumbents
- Mattel: Global toy and family entertainment company (Barbie, Hot Wheels, Fisher-Price) with a major in-house licensing arm. Comparable to WildBrain CPLG as both a licensor and licensee of branded consumer products, though Mattel is also a manufacturer.
- WildBrain Ltd. Toronto-listed parent company (TSX: WB) and global family entertainment company that owns WildBrain CPLG. Comparable as the vertically integrated parent and as a broader incumbent in kids' content and licensing, with additional content production and YouTube network operations.
- Authentic Brands Group: Large-scale brand owner and licensor with a portfolio of celebrity, lifestyle, and entertainment brands. Comparable to WildBrain CPLG as a major operator in the licensing value chain, though ABG owns IP whereas WildBrain CPLG represents third-party IP owners.
Direct peers
- Sanrio: Global character-based entertainment and licensing company (Hello Kitty, etc.). Comparable to WildBrain CPLG's entertainment division in building consumer products licensing programmes around character IP across multiple regional markets.
- Spin Master: Global children's entertainment company that both creates and licenses toy/entertainment brands. Already a licensor client of WildBrain CPLG, and comparable as a peer in entertainment IP licensing with multi-territory consumer products programmes.
- Beanstalk: Global brand licensing agency representing leading entertainment, sports, and lifestyle brands. Most direct comparable to WildBrain CPLG in business model, client type, and full-service global licensing agency positioning; was acquired by Hasbro in 2021.
- The Joester Loria Group: Full-service brand licensing agency representing entertainment and corporate brands across multiple categories. Directly comparable to WildBrain CPLG as a multi-territory licensing agency with an entertainment-led portfolio.
- Striker Entertainment: Licensing and brand management agency focused on entertainment IP including film, TV, gaming, and anime brands. Comparable to WildBrain CPLG's entertainment division in serving studios and IP owners with consumer products licensing.
- Global Icon: Licensing and brand management agency representing entertainment and consumer brands worldwide. Closely comparable to WildBrain CPLG in service offering (licensing representation, brand extension, retail matchmaking) and target licensor profile.
Others
- Licensing International: Industry trade association for the global brand licensing industry. Not a direct competitor but a highly relevant ecosystem counterpart — sets industry standards, hosts the annual Licensing Expo, and benchmarks WildBrain CPLG's competitive positioning against the rest of the agency ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
WildBrain CPLG social profiles
Digital presenceWildBrain CPLG compliance and trust
Trust signalCompliance1 record
WildBrain CPLG financial estimates
Financial estimateRevenue estimate
Valuation estimate
WildBrain CPLG leadership team
Management profileNumber of profiles
Profiles9 records
WildBrain CPLG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WildBrain CPLG M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WildBrain CPLG
What does WildBrain CPLG do?
WildBrain CPLG acts as a full-service global licensing partner, representing brand owners (entertainment, sports and lifestyle/lifestyle IPs) and connecting them with consumer product manufacturers, retailers, and promotional partners across multiple territories. Its work spans end-to-end licensing programme management: brand extension strategy, creative development, partner matchmaking, royalty administration, and on-the-ground retail and promotional activation. The company also drives Location-Based Entertainment (LBE) activations and manages consumer products programmes globally.
When was WildBrain CPLG founded?
WildBrain CPLG was founded in 1972. It employs 101 to 250 people.
Where is WildBrain CPLG based?
WildBrain CPLG is headquartered in London, United Kingdom, in the Europe region.
How does WildBrain CPLG make money?
Two revenue lines are on record. Licensing Royalties are the primary driver. The others are consumer Products & Location-Based Entertainment.
Who are WildBrain CPLG's main competitors?
Broad incumbents on record are Mattel, WildBrain Ltd. and Authentic Brands Group. Direct peers are Sanrio, Spin Master, Beanstalk, The Joester Loria Group, Striker Entertainment and Global Icon. Licensing International is listed as an others.
Does WildBrain CPLG have an API?
No public API is recorded for WildBrain CPLG.
What industry is WildBrain CPLG in?
WildBrain CPLG's product category is Brand Licensing Services. Its primary akta.pro industry code is MPADALAF, Merchandising, Character & Brand Licensing. Its NAICS code is 7114 and its SIC code is 7819.