WildBrain CPLG eyes construction toy partners for engine oil brand Motul

WildBrain CPLG has been tapped as the global agent, excluding AsiaPac, for premium engine oil brand Motul – and the firm is looking for toy partners.

The deal, which marks Motul’s first expansion into licensed products, will see WildBrain CPLG’s Lifestyle division develop a programme targeting a range of categories, including construction toys and kits.

“We’re confident the WildBrain CPLG team will carefully identify licensees that are matched with our primary focus on quality, as well as with our unique spirit – which is a considered blend of authenticity, innovation, passion for racing and taste for adventure,” said Romain Grabowski, Head of Brand at Motul.

“The official Motul licensed products offering will soon be available across different markets and will give Motul fans, petrol-heads, drivers, riders, DIYers and mechanics the opportunity to enjoy a wider experience with the Motul brand.”

Victoria Whellans, Group Brands Director at WildBrain CPLG Lifestyle, added: “With Motul’s rich heritage and reputation as one of motorsports’ most notable players, the brand has excellent licensing potential in a diverse range of categories.

“We’re already working closely with Motul to build a best-in-class consumer products offering, which will be closely aligned with the brand’s core values – premium, specialist, ingenious, brotherly, passionate and authentic.”

Motul joins WildBrain CPLG’s growing lifestyle portfolio, which also includes Absolut Vodka, Charlotte Posner, Karcher, Kikkoman, The Metropolitan Museum of Art, Osprey London, Parental Advisory, Chupa Chups, Mentos, Smint, Yale University and Harvard University.

—-

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent News

Toy Retailers Association details DreamToys list of top toys for Christmas 2024

“More so than ever before, this year’s DreamToys list shows the incredible variety of experiences and play the UK’s vibrant toy industry has to offer consumers,” said chair of the DreamToys selection committee, Paul Reader.

LEGO bolsters Art range with LOVE set

The set comes with two building instructions, allowing adults to experience building the set with a loved one.

TOTY Awards 2024 finalists revealed

Nominees include The Op’s Flip7, Kosmos’ Gecko Run and TOMY’s Bebé Fuerte Count & Groove Bouncy Barbell.

Moose Toys to go direct-to-retail in Mexico from Q1 2025

“Adding Mexico as a direct-to-retail market is a key part of our strategy to supercharge growth in the region and an important initiative in the next phase of our overall company strategic plan,” said Ronnie Frankowski, Global President at Moose Toys.

One month left to send in your nominations for Mojo Nation 100: 2025 Edition

The deadline for nominations is Friday, November 29th.

Hug Me Pillows’ John Lewis pop-up enjoys “overwhelming” response

“Seeing how new customers and educators have embraced Hug Me Pillows as a tool for comfort and emotional well-being is truly heartwarming,” said Hug Me Pillows Creator Lucy Freeth.