WildBrain CPLG has been granted representation rights for the new superhero adventure series, Petronix Defenders, in the United States and Canada.
The brand licensing agency, under its North American office, will build a cross-category consumer product program aimed at kids aged 4-8, which will include categories such as publishing, apparel, and role-play accessories.
Petronix Defenders, produced by Method Animation, premiered in the US in October 2022 on Discovery Family and its Spanish-language counterpart, Discovery Familia. The show is also available on YouTube Kids in the US and on WildBrain Television’s Family Jr. channel in Canada.
Petronix Defenders features four superheroes, Emma, Jia, Tim, and Matt, along with their high-tech pets, who use their supercharged backpacks to defend animals. The show has quickly gained popularity with kids due to its strong broadcast presence, exciting blend of superheroes and wild animals, and focus on environmental protection.
Jasen Wright, VP North America at WildBrain CPLG, believes that there is significant potential for consumer product extensions due to the show’s growing popularity.
“Petronix Defenders has quickly captured the imaginations of kids, thanks to its strong broadcast presence and compelling blend of superheroes, wild animals and focus on protecting the environment,” Wright explained. “With the series’ rapidly growing popularity and increasing global footprint, we see significant potential for consumer product extensions to bring the action-packed Petronix Defenders to life for fans beyond the screen.”
Erick Rouillé, SVP Co-Productions, Business Development & Licensing at Mediawan Kids & Family, is confident that WildBrain CPLG’s support and expertise will help ensure a successful licensing program.
“We’re thrilled to partner with such a leading agency as WildBrain CPLG and rely on their strong experience to develop our Petronix Defenders brand strategy in the U.S. and Canada,” said Rouille. “Petronix Defenders is a major brand within the growing business activities of Mediawan Kids & Family, and we’re confident that WildBrain CPLG’s support and expertise will ensure a successful licensing program alongside our master toy partner, Alpha Toys.”
Katie Wilson, VP, Channels and Acquisitions for WildBrain Television, is excited to be working with Mediawan on this new brand across both broadcast and licensing.
“When Mediawan Kids and Family first introduced us to Petronix Defenders, we saw a terrific opportunity for WildBrain CPLG to expand the brand for audiences through consumer products,” Wilson said. “We’re delighted now to be working with Mediawan on this exciting new brand across both broadcast and licensing so that kids can enjoy Petronix Defenders both on and off screen.”
In addition to Petronix Defenders, WildBrain CPLG’s entertainment portfolio in North America includes brands such as Moose Toys’ Magic Mixies, Crayola, Teletubbies, Chip & Potato, Strawberry Shortcake, and Caillou.