1 JUN 2022

Wildbrain partners with Crayola to expand its brand presence in EMEA

The partnership, along with others established with other clients in the region, will help the brand establish its footprint across apparel, accessory and footwear, and toy markets, among others.

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The Crayola brand has partnered with WildBrain CPLG to leverage its growth across new and existing categories in EMEA regions.

“Whilst we will retain the UK business within Crayola, we will be leaning into Wildbrain CPLG  across its extensive European network of teams and offices, WildBrain CPLG demonstrated an innate understanding of the Crayola brand values, positioning and strategic growth pillars, making the agency best placed in translating this into licensed product programmes across the territory," Rob Spindley, Licensing Director EMEA, said. "The team’s experience across all consumer product categories integrated into Crayola’s strategic approach to growth, promises to deliver further expansion and opportunity for licensees and brands bringing new and innovative products into the market.”

In partnership with WildBrain CPLG, Crayola will continue its expansion of its consumer products business through strategic licensing programs targeting fans of all ages; in key categories including Apparel, Accessories and Footwear, Toys, Homewares and FMCG products across Mainland Europe, Middle East and Africa. The brand has also established successful partnerships with Vans and Fat Face, fulfilling significant interest from IP owners and brands willing to engage with Crayola's colorfulness.

“Crayola is a beloved brand in homes around the world, celebrated for inspiring creative freedom, making it an exciting addition to our EMEA portfolio," Meike de Vaere-Hoorn, VP Partnerships & Business Development at WildBrain CPLG, said. "We’ll be focused on bringing the brand’s playful and imaginative values to life through an engaging consumer products programme for the whole family and we can’t wait to get started on this colorful journey with the team at Crayola.”

Whilst we will retain the UK business within Crayola, we will be leaning into Wildbrain CPLG  across its extensive European network of teams and offices, WildBrain CPLG demonstrated an innate understanding of the Crayola brand values, positioning and strategic growth pillars, making the agency best placed in translating this into licensed product programmes across the territory. The team’s experience across all consumer product categories integrated into Crayola’s strategic approach to growth, promises to deliver further expansion and opportunity for licensees and brands bringing new and innovative products into the market.” Rob Spindley Licensing Director, EMEA