Supercell Expands WildBrain CPLG Partnership with Consumer Products Program for Hit Game Brawl Stars

Brawl Stars WildBrain Supercell

Supercell is expanding its partnership with WildBrain CPLG, a trusted licensing partner for leading brands worldwide, to bring Brawl Stars consumer products to millions of fans across the globe.


WildBrain CPLG already represents Supercell’s smash-hit gaming franchise The World of Clash, inclusive of mobile games Clash of Clans and Clash Royale, which have together racked up over 4 billion in downloads.


The signing of WildBrain CPLG to represent global licensing rights (excluding China) for Brawl Stars will see the brand exploring consumer product opportunities across toys, apparel, publishing, gifting, collectibles, consumables and housewares.


Brawl Stars launched in 2018 and is a fast-paced multiplayer mobile game for iOS and Android devices that has surpassed over $2 billion in lifetime revenue. The game has boomed in 2024, recording its highest ever global player (monthly active users) numbers. Supporting this growth are the game’s social media channels, with over 16 million subscribers on the game’s YouTube channel, plus over 19 million combined followers across platforms such as Facebook, Instagram, TikTok, X, Discord, Reddit and Twitch.


Building off an early licensing program for a Brawl Stars IP collaboration that was successful in the Asia and European markets, the new global cross-category consumer products program will focus on the core gaming style of Brawl Stars.


Andrea Fasulo, Head of Global Licensing, Supercell, said: “Millions of fans are engaging with Brawl Stars every day, and our role is to find new ways to bring the in-game world they love into real life. We are thrilled to expand our partnership with WildBrain CPLG by adding Brawl Stars to their roster, and to work with them to build a licensing program that gets our players excited and builds the momentum of our growing portfolio of IP.”


Maarten Weck, EVP, Global Partnerships & Licensing, WildBrain, said: “Brawl Stars is one of the biggest mobile games in the world and we’re excited to be bringing a huge licensing program to markets across the globe in partnership with Supercell. With gaming brands in popular demand, powerhouse IPs like The World of Clash and Brawl Stars, where the number of players is growing daily, means they are set for long term consumer products growth.”