WildBrain will represent Hasbro’s merchandise, publishing, promotions and short-term location lased entertainment business across the region.

Hasbro has appointed WildBrain as its new sub-representative in the Nordics, including Denmark, Sweden, Norway, Iceland, Finland, Faroe Islands and Greenland beginning 1st January 2020.

“As Hasbro plans ahead to its bright future in the Nordic region and developing Consumer Products for some of the world’s most powerful and beloved brands such as My Little Pony, Monopoly, Nerf, and Play-Doh, we are thrilled to bring WildBrain CPLG onboard,” said Marianne James, vice president of Hasbro Consumer Products in EMEA. “We strongly believe that WildBrain CPLG has the experience, scale and ambition to work with Hasbro, along with its local licensees and retail partners, to bring our consumer products business to the next level.”

Maarten Weck, executive vice president & managing director, WildBrain CPLG, added: “We are extremely happy to enter into a relationship with Hasbro. As a leading and dynamic company with a raft of exciting and diverse properties, we feel there is a wealth of opportunity to further extend Hasbro’s brands in consumer products.”