WildBrain CPLG has partnered with Playmobil to manage the brand’s licensing and merchandising rights on a global scale, starting in April. 

WildBrain’s agency plans to expand the Horst Brandstätter Group’s playset-centric franchise into new licensing categories such as experiences, merchandising and promotions. It will also work on building out Playmobil’s publishing business. The representation deal includes all HBG brands for kids ages four to 12, including its Wiltopia, Novelmore and Adventures of Ayuma toy lines.

Munich-based Bavaria Media was Playmobil’s previous master licensee. The franchise joins Crayola (for which the agency manages consumer products in EMEA, excluding the UK) and Moose Toys’ Magic Mixies (North America) in WildBrain CPLG’s roster of play brand clients. 

Playmobil is a significant IP that has already crossed over into entertainment in animated feature films such as Playmobil: The Movie (2019) and The Secret of Pirate Island (2009), as well as video game titles Playmobil: Knights (2010) and Playmobil: Pirates (2009). The franchise also operates theme parks in the US, France and Germany.

Since launching in 1974, Playmobil has manufactured more than 3.5 billion figures that have been sold in more than 100 countries worldwide, according to a press release.