Merchantwise Group is making a bigger play in brand licensing with the acquisition of Melbourne-based WP Brands.
The deal strengthens Merchantwise’s position across Australia and New Zealand while adding scale to its broader operations in the U.K., Europe, and China. WP Brands’ client roster includes Peanuts for Peanuts Worldwide, Care Bears for Authentic Brands Group, Paddington for Studiocanal, and Squishmallows for Jazwares.
Founded in 2006 as Wild Pumpkin Licensing, WP Brands built its business around family, lifestyle, and evergreen properties before adopting its current name in 2015.
As part of the acquisition, WP Brands Managing Director John Vasta will join Merchantwise as Executive Director, Licensing. He will lead the company’s expanded Family and Classics business, combining WP Brands’ existing portfolio with Merchantwise clients, including Hasbro and WildBrain.
Licensing Director Sophie Nassetta and Creative Approvals Manager Amber Mathews will also make the move, joining Merchantwise executives Jacqui Shilson-Josling and Sarah Young. All WP Brands employees will transition to Merchantwise except co-owner and Executive Director Michael Hough, who will retire.
“We are absolutely delighted to welcome John and the WP Brands team to Merchantwise Group,” said Alan Schauder, CEO of Merchantwise Group. “I have long admired John’s expertise and respected the success he and the team have achieved in building thoughtful, commercially strong programs for evergreen brands.”
Vasta called the deal “an exciting next chapter” for WP Brands, its clients, and its team, pointing to Merchantwise’s scale and shared focus on long-term brand stewardship.
The acquisition also expands Merchantwise Group’s capabilities alongside Asembl Brands, its specialist FMCG and lifestyle brand extension agency. Together, the group works across entertainment, gaming, family, lifestyle, and FMCG licensing, with additional support in social, influencer marketing, creative services, and digital media.
