Wildbrain CPLG and MGM Consumer Products Expand Wednesday Addams Licensing Program

By Allison Warkinson
TLL Reporter
WildBrain CPLG and MGM Consumer Products have launched an extensive global licensing program for the studio’s supernatural comedy series, Wednesday.
“It’s been exciting to see the fandom for Wednesday grow so quickly internationally,” said MGM head, Robert Marick. “With the support of WildBrain CPLG and our international partners, we are looking forward to bringing a line-up of Wednesday merchandise to fans throughout Europe, the UK, India and the Middle East that will let them enjoy the property well beyond the roll of the series’ credits.”
WildBrain CPLG has brokered new and expanded partnerships for Wednesday in fashion, homewares, gifts and more on behalf of MGM Consumer Products.
In the fashion category, new licensing agreements for Wednesday-themed apparel and accessories have been secured with Brand Alliance, Trucare, and Aytex. In addition, an expanded apparel range from Zara is scheduled for release throughout fall and winter.
In the toy and gifting category, WildBrain CPLG has signed multiple new licensees for the Wednesday brand.
These licensees include Play by Play for a collectible plush collection, Rubies for Halloween costumes, WOW! Stuff for various gift-related products, Pyramid International for wall art, stationery and apparel, and Cinereplicas for themed cosplay items, collectibles, and kitchenware.
“The success of MGM’s Wednesday series on Netflix has been remarkable,” said WildBrain CPLG EVP, Maarten Weck. “The series has quickly become a global phenomenon, and the growth of its fandom shows no signs of slowing down. We are proud to be working with MGM on an extensive offering of fresh, kooky and creative products that capture the magic and mystery of Wednesday’s world,” Weck added. “As audiences gear up for the show’s highly anticipated second season, together we’ll build on this solid foundation to extend Wednesday into new categories and retail channels, with something for every fan to enjoy.”
Wednesday follows a teenaged Wednesday Addams’ misadventures as a student at the fictional boarding school Nevermore Academy. The series debuted in November 2022 on Netflix.
WildBrain CPLG is also responsible for managing the licensing rights for MGM’s original The Addams Family brand in Europe, the UK, India and the Middle East. The agency recently secured a slate of new apparel partners for The Addams Family brand.
These new partners include Brand Alliance, Park Agencies, Skybrands, Napo, Aytex, Elyaf Group and Bloomerry GmbH.
Wildbrain also signed several new dress-up and costume partners for The Addams Family including Smiffys, Ciao, Funiglobal, and Amscan.
Licensees that plan to attend BLE can visit WildBrain CPLG at Stand B171 to learn more about licensing opportunities for MGM’s Wednesday brand.
WildBrain CPLG is a global entertainment, sports and brand licensing agency that provides its clients with experienced licensing and marketing professionals and fully-integrated product development, legal and accounting services.
Owned by Amazon, Metro Goldwyn Mayer (MGM) is an international entertainment company focused on the production and global distribution of film and TV content.