WildBrain CPLG is extending its partnership with Line Friends for the online mobile game Brawl Stars. As part of the deal, WildBrain CPLG will represent Brawl Stars — on behalf of its global rights holder, Line Friends — across the UK, Ireland, France, Germany, Italy, Iberia, Benelux, Nordics, CEE, Greece, Turkey, Russia, Belarus, and Ukraine.
The deal marks an extension of WildBrain CPLG’s existing partnership with Line Friends for character brands Brown & Friends and BT21.
Brawl Stars is a multiplayer online battle-arena and hero-shooter game with multiple game modes. It was originally created and produced by the Finland-based mobile game developer, Supercell, and provided the foundation for a global partnership between Supercell and Line Friends to exploit all opportunities for the Brawl Stars IP, including licensing, content creation, and merchandise production. The game first launched in 2018 and has since generated a significant user base in Europe with over 280 million downloads.
The licensing program for Brawl Stars will be aimed at fans of all ages, and key target categories include apparel, accessories, toy, homewares, and stationery.
“We’ve established a very successful partnership with Line Friends across their beloved character brands, so it’s fantastic to extend the relationship and welcome the hugely popular Brawl Stars to our portfolio,” said Maarten Weck, Executive Vice President and Managing Director at WildBrain CPLG. “The game has an impressive footprint across Europe, which will provide a solid foundation as we assemble a compelling cross-category consumer products program for fans and gamers.”
Weck added that there are deals currently in the pipeline with more details to come.