TLL Staff
Licensing agency WildBrain CPLG has signed a global representation agreement with Kyandii Ltd to expand the reach of Fuzzballs, a fast-growing pop culture brand created by Marc Sach.
The partnership will see WildBrain CPLG lead a cross-category licensing program for Fuzzballs in major markets including the U.S., U.K. and Greater China, with plans to expand further across EMEA and Asia-Pacific territories. The strategy will focus on products such as plush, stationery, apparel and collectibles, tapping into what the companies describe as strong demand for anime-inspired and “cutesy” pop culture products among Gen Z and Millennial consumers.
Fuzzballs began as an online comic and has grown into a global fan-favorite brand. Its characters, including a range of cute and relatable animals, have gained traction on social media, where the brand’s digital stickers have been sent or viewed more than 2 billion times in 2025. The stories emphasize themes of friendship, joy and everyday experiences that reflect the lives of its fanbase.
The brand is preparing to expand its consumer product lines, starting with the September release of Fuzzballs Super Cuteness Overload coloring books at Walmart and Kroger in the U.S., published through licensee Quarto. Additional products are in development with licensees including Fanattik and Scrungo.
“Fuzzballs started as a fun webcomic of cute, relatable animals, and has grown into a brand loved by fans across the globe,” said Marc Sach, creator and founder of Fuzzballs. “After strong success in the UK and exciting launches set for the U.S. and Australia, partnering with WildBrain CPLG is the perfect next step to accelerate our global expansion. We’re looking forward to bringing even more cuteness overload to new and existing fans everywhere through unique products and experiences, both online and at retail.”
WildBrain CPLG, which manages licensing programs for numerous international brands, said it sees strong potential for Fuzzballs in multiple categories.
“Fuzzballs is a vibrant, fan-led brand with a unique voice and a rapidly growing global fan community,” said Pau Pascual, Senior Vice President, Commercial, Europe, the U.K. and the Americas at WildBrain CPLG. “With our extensive international footprint and deep retail relationships at WildBrain CPLG, we’re excited to unlock new opportunities for Fuzzballs, harnessing the brand’s rich storytelling and distinctive characters to take it to the next level.”
The announcement comes as WildBrain CPLG and Kyandii prepare to showcase the brand at Brand Licensing Europe in October. The event, held in London, is one of the largest global gatherings for brand owners, agents and licensees.
With its expansion strategy, Fuzzballs is positioning itself to become a larger player in the global pop culture licensing market, continuing its evolution from digital comic to international lifestyle brand.