Hasbro Consumer Products appointed WildBrain CPLG as its new sub-agent to handle its licensing in the Nordics effective Jan. 1. Now that relationship expands as Hasbro extends WildBrain CPLG’s rights to include the Netherlands, Belgium, and Luxembourg — the Benelux region.

“Benelux is a region with tremendous potential to develop consumer products,” says Marianne James, vice president of Hasbro Consumer Products in EMEA. “We are thrilled to expand WildBrain CPLG’s relationship beyond the Nordics and take some of Hasbro’s most powerful and beloved brands such as NERF, Monopoly, Play-Doh, and My Little Pony to the next level, unlocking new licensing opportunities with local licensees and retail partners.”

Under the expanded agreement, WildBrain CPLG will represent Hasbro’s ancillary merchandise, publishing, promotions, and short-term location-based entertainment business across both the Benelux and Nordic regions.