WildBrain CPLG
A global brand licensing and marketing agency operating as part of WildBrain.
Last updated August 24, 2026
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Overview
WildBrain CPLG is a brand licensing and marketing agency headquartered in London, United Kingdom. The business was established on March 4, 1974, under the name Copyright Promotions Licensing Group, commonly abbreviated as CPLG. Its core role is to help brand owners and intellectual-property holders extend entertainment, sports, and design properties into licensed consumer products, retail programs, promotions, and related commercial initiatives. The company developed as a multi-category licensing agency. Its entertainment portfolio has included properties such as Elvis, Spider-Man, Peanuts, World Wrestling Entertainment, Bob the Builder, Sesame Street, LazyTown, Star Trek, Felix the Cat, and Where's Waldo. Its sports work has included England Rugby, the England football and cricket teams, St Andrews Links, and the World Rally Championship. A separate design focus has covered properties and creative brands associated with Skelanimals, Valerie Tabor Smith, Janneke Brinkman, and Whatever It Takes. These examples indicate that CPLG's business has historically combined character and media licensing with sports rights and design-led consumer products. CPLG became part of a larger media-company structure in 2006, when it was acquired by DIC Entertainment. DIC subsequently merged with Cookie Jar Group in 2008, making CPLG a subsidiary within the combined organization. In 2012, Canadian media company DHX Media acquired Cookie Jar Group, and CPLG moved into the DHX corporate portfolio. DHX later adopted the WildBrain name. Following that corporate rebranding in 2020, CPLG was renamed WildBrain CPLG. The agency's international footprint has expanded beyond its original British base. Public descriptions identify offices in London, Paris, Barcelona, Milan, Amsterdam, Lisbon, and Munich, followed by newer operations in Toronto and Japan. This network supports licensing programs across multiple territories and gives the business local market capabilities while connecting it to the wider WildBrain entertainment and content ecosystem. WildBrain CPLG is not primarily a consumer-facing product manufacturer. Instead, it functions as a business-to-business intermediary and commercial development partner. Its work can include identifying licensees, negotiating and managing rights, coordinating product categories, supporting retail and promotional programs, and helping licensors develop consistent brand strategies across markets. The agency's value proposition is therefore based on rights management, category expertise, international relationships, and the ability to translate intellectual property into coordinated consumer offerings. The business remains associated with WildBrain and continues to operate under the WildBrain CPLG name. Public reference material does not provide a complete current list of executives, financial results, or a single official website URL for the agency, so those fields are left unspecified here.
History
Copyright Promotions Licensing Group was founded in London on March 4, 1974, as a private licensing company. From its earliest period, the organization operated as a representative and commercial-development agency rather than as a conventional manufacturer. Its purpose was to help intellectual-property owners establish licensed merchandise, promotional activity, and consumer-product programs across different markets. Over time, CPLG organized its activities around three broad areas: entertainment, sport, and design. The entertainment portfolio included well-known character, television, film, and popular-culture properties such as Elvis, Spider-Man, Peanuts, World Wrestling Entertainment, Bob the Builder, Sesame Street, LazyTown, Star Trek, Felix the Cat, and Where's Waldo. Its sports activity covered properties including England Rugby, the England football and cricket teams, St Andrews Links, and the World Rally Championship. Design-related representation included Skelanimals, Valerie Tabor Smith, Janneke Brinkman, and Whatever It Takes. The range of properties demonstrated the agency's emphasis on extending brands into multiple product and retail categories. A major ownership change occurred in 2006, when DIC Entertainment acquired CPLG. The transaction brought the licensing agency into the structure of an entertainment company with its own media and children's-content interests. In 2008, DIC Entertainment merged with Cookie Jar Group. Reference material records that Cookie Jar paid US$31.5 million to address outstanding equity in DIC and describes the overall transaction as having a value of US$87.6 million. CPLG consequently continued its operations within the enlarged Cookie Jar organization. In October 2012, Canadian media company DHX Media acquired Cookie Jar Group. This acquisition shifted CPLG into DHX Media's portfolio and connected the agency to a broader owner involved in children's entertainment and media properties. The licensing operation retained its own market identity while benefiting from its position within a larger content and intellectual-property group. DHX Media later rebranded as WildBrain. In 2020, CPLG was correspondingly renamed WildBrain CPLG. The new name linked the agency directly to the WildBrain corporate brand while preserving the established CPLG identity used by licensing partners and industry participants. The agency's geographic presence expanded from its London base to offices in Paris, Barcelona, Milan, Amsterdam, Lisbon, and Munich. Public reference material also identifies newer offices in Toronto and Japan. This network reflects the international character of licensing, where rights agreements, product approvals, retail relationships, and marketing programs often need to be managed on a territory-by-territory basis. WildBrain CPLG's historical business model centers on representing licensors and developing licensing programs. Its activities may involve rights administration, licensee recruitment, product-category planning, retail coordination, marketing support, and international brand management. Because the agency represents properties owned by other rights holders, its portfolio has changed over time and should not be treated as a permanent list of brands. The company remains part of WildBrain and is described as an active international licensing agency.
- 2020
Rebrand as WildBrain CPLG
[1]CPLG adopts the WildBrain CPLG name after DHX Media rebrands as WildBrain.
- 2012
DHX Media acquires Cookie Jar Group
[1]CPLG becomes part of DHX Media following its parent's acquisition of Cookie Jar Group.
- 2008
DIC and Cookie Jar merge
[1]The merger between DIC Entertainment and Cookie Jar Group places CPLG within the combined company.
- 2006
Acquisition by DIC Entertainment
[1]CPLG is acquired by DIC Entertainment and becomes part of the entertainment company's subsidiary structure.
- 1974
Copyright Promotions Licensing Group is founded
[1]The licensing agency is established in London on March 4, 1974.
Products and positioning
An international, multi-category licensing agency that connects entertainment, sports, and design intellectual property with consumer-product manufacturers, retailers, and promotional partners.
Brand licensing service · 1974
Entertainment licensing
WildBrain CPLG represents and develops licensing programs for entertainment properties, including character, television, film, and popular-culture brands. Its historical examples include Elvis, Spider-Man, Peanuts, Bob the Builder, Sesame Street, LazyTown, Star Trek, Felix the Cat, and Where's Waldo. Programs can connect rights holders with manufacturers, retailers, promotional partners, and other commercial licensees.
Brand licensing service · 1974
Sports licensing
The sports division has handled licensing for teams, competitions, sporting institutions, and related properties. Publicly cited examples include England Rugby, the England football and cricket teams, St Andrews Links, and the World Rally Championship. The service is designed to extend sports identities into merchandise, retail, promotional, and consumer-product categories.
Brand licensing service · 1974
Design licensing
WildBrain CPLG's design activity represents creative properties and design-led brands for commercial development. Cited examples include Skelanimals, Valerie Tabor Smith, Janneke Brinkman, and Whatever It Takes. The offering supports the translation of visual identities and artwork into products, retail programs, and other licensed applications.
Brand decisions
2020
Adoption of the WildBrain CPLG brandStrategyBackground
DHX Media changed its corporate name to WildBrain, creating a new umbrella identity for its media and intellectual-property activities.
Action taken
CPLG was renamed WildBrain CPLG to align the agency with its parent company's new corporate brand.
Aftermath
The agency retained the established CPLG abbreviation while gaining a closer association with WildBrain's broader entertainment portfolio.
2008
Integration into the Cookie Jar Group structureM&ABackground
DIC Entertainment and Cookie Jar Group combined their businesses, affecting the ownership structure under which CPLG operated.
Action taken
Cookie Jar Group completed the merger with DIC Entertainment and incorporated CPLG into the combined organization.
Aftermath
CPLG continued as a licensing subsidiary and was later transferred to DHX Media through the 2012 Cookie Jar acquisition.
Transaction value. US$87.6 million total stated transaction value; US$31.5 million paid for outstanding DIC equity (2008)
Recent events
Reported
WildBrain CPLG secures Brawl Stars representation deal[2]
WildBrain CPLG secured a multi-territory representation deal for Brawl Stars with its global rights holder, Line Friends. WildBrain CPLG will represent the game across the listed European markets under a licensing programme.
Reported
WildBrain CPLG secures Al Nasser partnership for Emoji apparel[3]
WildBrain CPLG Middle East secured a partnership with Kuwaiti retailer Al Nasser for an Emoji-branded apparel range targeting girls and women.
Reported
WildBrain CPLG expands Emoji brand representation[3]
Emoji appointed WildBrain CPLG to expand its representation across EMEA, adding the UK, Ireland, Germany, Austria, Benelux and Turkey. The new representation deal is for five years and covers key consumer products categories.
Reported
WildBrain CPLG appoints two commercial sales leaders in Germany[4]
WildBrain CPLG expanded its German commercial sales department by appointing Sarah Rosenstock as commercial director and Lisa Gruczek as senior sales manager.
Reported
Victoria Whellans promoted to group brands director[5]
WildBrain CPLG promoted Victoria Whellans to group brands director with immediate effect; she will head up the new Lifestyle division.
Reported
WildBrain CPLG launches Lifestyle division[5]
WildBrain CPLG launched WildBrain CPLG Lifestyle, a new division intended to oversee and drive revenue for its lifestyle and corporate properties.
Reported
WildBrain CPLG expands Hasbro licensing representation into Benelux[6]
WildBrain CPLG’s remit was expanded to cover the Netherlands, Belgium and Luxembourg. Under the agreement, it will represent Hasbro’s merchandise, publishing, promotions and short-term location-based entertainment business across the Benelux and Nordic regions.
Sources6 sources
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