Wildbrain CPLG looks to bring mobile game Brawl Stars into toys

Licensing agency WildBrain CPLG has secured a multi-territory representation deal for the online mobile game Brawl Stars with global rights holder Line Friends.

The deal marks an extension of WildBrain CPLG’s existing partnership with Line Friends for character brands Brown & Friends and BT21.

The licensing programme for the battle-arena game will be aimed at fans of all ages, and key target categories include toys, apparel, accessories, homewares and stationery.

“We’ve established a very successful partnership with Line Friends across their beloved character brands, so it’s fantastic to extend the relationship and welcome the hugely popular Brawl Stars to our portfolio,” said Maarten Weck, Executive Vice President and Managing Director at WildBrain CPLG.

“The game has an impressive footprint across Europe, which will provide a solid foundation as we assemble a compelling cross-category consumer products programme for fans and gamers. We already have a number of exciting deals in the pipeline, so watch this space!”

Brawl Stars first launched in 2018 and has since generated a significant user base in Europe with over 280M downloads.

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