By Allison Watkinson
TLL Reporter
Wildbrain CPLG scored a huge win, being appointed the global licensing agency for the massive French brand Peugeot.
Most people outside of Europe know Peugeot best for its automotive brand, but the 210-year-old company is also a leading producer of many different products.
Wildbrain CPLG was engaged by parent company ETABLISSEMENTS PEUGEOT FRÈRES and its subsidiary PEUGEOT FRÈRES INDUSTRIE to represent the PEUGEOT brand globally across selected lifestyle categories including home and garden, electrical, sports equipment, toys, and infant products.
With over two centuries of unbroken history, Peugeot is active in a broad reach of products and industries, including kitchenware, DIY, sports accessories, outdoor furniture, luggage and more, and in modern times Peugeot Freres Industrie continues to expand the brand in various categories with the high standards and ingenious products the company is known for.
Meike de Vaere, the SVP of Partnerships and Business Development at WildBrain CPLG, says Peugeot’s long history and broad reach make it an ideal brand for partnerships in a wide variety of markets and categories.
“We see significant opportunities to bring premium partners onboard building on PEUGEOT’s position in lifestyle products, both in European territories as well as new markets,” said de Vaere.
The deal is also one that Peugeot sees as a major boost for its ongoing licensing program in the global market, according to Peugeot Freres Industrie CEO Thibeault Martin-Dondoz.
Wildbrain CPLG is known as a trusted partner for leading brands around the world, with 50 years of expertise in building licensing programs for consumer products and location-based entertainment. Wildbrain works primarily in the categories of entertainment, sports, corporate, and lifestyle, and has true global reach, with more than 20 offices in the UK, Europe, India, the Middle East, China, Asia Pacific and the US.
“We are happy to partner with WildBrain CPLG’s seasoned team for this ambitious program to push forward our selective licensing activity internationally,” said Martin Dondoz.