In Conversation

WildBrain CPLG is currently enjoying one of its best years yet, fuelled by not only the success of the brands it handles, but also by ambitious geographical expansion into key territories, the launch of its ASPIRE corporate and lifestyle arm, as well as structural changes to offer a more streamlined approach. LSB catches up with evp and md, Maarten Weck, to find out how the agency is in rude health.

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Inset: Sauber is just one of the brands handled by the agency’s ASPIRE division.

Below: Jakks’ toy range for Chip & Potato is due to launch later this year.

“Considering all the disruptions across the industry in 2022, this has been a remarkably strong year for WildBrain CPLG,” begins Maarten Weck, evp and md of the agency. “We see our growing ability to drive awareness and revenue for brands and IP as a testament to the resilience of our people and the strength of our business within WildBrain’s 360degree model.”

Maarten says that the global team has pulled together to deliver one of the company’s best years yet. The company has grown across all lines of business this year, with multiple brands excelling and driving momentum, while it also launched its dedicated corporate and lifestyle arm, ASPIRE. The year has also seen WildBrain CPLG expand geographically and it now has 20 offices around the world, serving some 90 countries. Most notably, new offices have opened across APAC, while operations also expanded in India and North America. “With our ambition to be a global licensing powerhouse working under the ‘glocal’ ethos, APAC was the biggest piece missing in our strategy,” Maarten explains to LSB. “We did our due diligence over the past three years and concluded that organic growth was the best route to ensuring our ‘glocal’ ethos would inform the DNA at the centre of our operation and service as we entered this massive market. Opening three offices simultaneously - in Singapore, Seoul and Taipei - while also expanding our Shanghai operations, has had its moments of challenge, but it’s also enormously energising.” The agency is continuing to build in the region, expanding its teams across the

Inset: Maarten Weck, evp and md, WildBrain CPLG

four offices and bolstering its London HQ to further support APAC, and Maarten says that he sees “enormous opportunity” ahead. “With Jianbo Wei as md for WildBrain’s overall China operations, and Michelle Hu as director of consumer products for China, plus veteran licensing professional Ben Peace newly hired as vp overseeing the rest of APAC, we have a very talented leadership team to steward us to great success at a rapid pace,” adds Maarten. The Mumbai office – led by commercial director, Mangesh Hande - was established in 2021 and, in addition to building the sales and retail teams, WildBrain CPLG has focused on product development, as it requires a different approach in India from the rest of the world. Maarten adds: “The team is getting a lot of traction and is in growth mode. The population of the subcontinent is considerable, and the social economic outlook is very promising for the development of the licensing industry in general and our office in particular.” The US operation –

Above: Peanuts is among the brands which have helped to get the APAC region off to a strong start. Below: Teletubbies has reached the 25- led by Jasen Wright, vp North year milestone this year. America – has also made great progress this year, with an expanded team and a presence on both the East and West coasts. “As the US is such a different landscape to EMEA, we need to focus more on the key retailers in order to deploy a successful CP programme as part of our 360-degree brand strategy,“ explains Maarten. “This year, a lot of great deals have been closed and new representations signed in the US, and our momentum is continuing to build.” As well as geographic expansion, the agency is also focusing on the diversification of its business. ASPIRE – led by commercial director, Victoria Whellans - is a good example of this, while there is also further news coming. “By way of a sneak peek behind the curtain, I can say that we’ve started developing a new division to handle LBE,” Maarten teases. “We’re at the early stages of building Below: WildBrain CPLG and SEGA are teams in the US, EMEA and APAC to drive forward building a strong merchandising campaign for the upcoming Sonic with this opportunity and have already seen some Prime series across key categories. early successes.” Adapting swiftly to the ever changing licensing industry has been one of the keys to WildBrain CPLG’s success, Maarten believes. On top of this he also cites being part of a 360-degree company and investing in growth: “These things have all been integral to our longevity, but the real key to our success is our people. We have so many talented teams across the globe. Without them, the great work we produce would not be possible,” he concludes.