Amazon MGM Studios Consumer Products continues to offer fans new ways to celebrate the weird and woeful world of Wednesday with an extensive line-up of consumer products secured in collaboration with WildBrain CPLG.
New collaborations for Wednesday include a worldwide deal with United Colors of Benetton for an extensive apparel line launching in autumn 2024.
In Europe, DEICHMANN has come on board for an adults and kids shoe line for UK and EMEA. In the GAS region, bilou is launching a line of health and beauty products including eau de parfum, deodorant and hand cream, while nail beauty brand Maniko is unveiling a special collection of UV-Gel strips for Wednesday-themed nails. In Spain and France, Sun City will launch a line of apparel. In Italy, Sammontana served up Wednesday themed ice cream this summer, while Cerealitalia is set to launch confectionery for Christmas, and Bauli will roll out a second collection of Wednesday Easter eggs in 2025, after the success of its first collection earlier this year.
In the UK and Ireland, Imperial Candles has launched a limited edition Wednesday collection featuring exclusive, collectable enamel pins and jewellery, which are revealed as the candles burn. Further UK cross-category licensees include Danilo for greeting cards, Kimm & Miller for food gifting, Rubies for expanded ranges in dress-up, Pyramid International for gifting, Blue Sky for stationery, Character World Brands for bedding, Corsair Toiletries for health and beauty, and WOW Stuff for toys.
An extensive UK mass market retail launch for apparel will see Wednesday in stores nationwide, as well as on Amazon.com and other retailers this month through fashion collections with Brand Alliance, Misirli and Fashion UK.
“The overwhelming success of Wednesday has shown us the importance for building a strong consumer products programme that can truly drive fan engagement around this series,” commented Jamie Kampel, head of Amazon MGM Studios Consumer Products and Interactive Licensing. “As the show continues to captivate audiences worldwide, we’re thrilled to be expanding our licensing programme, with the help of our dedicated team at WildBrain CPLG across key categories like apparel, home goods, health and beauty, and more.
“By offering fans innovative and exciting new ways to experience the weird and wonderful world of Wednesday, we’re able to deepen their connection to the series and the characters they love. The power of consumer products to build and sustain fandom is undeniable, and we’re just getting started in unlocking Wednesday’s full merchandising potential.”
Pau Pascual, VP Southern Europe, MENA and South Asia at WildBrain CPLG, added: “Wednesday is such a distinctive brand with huge scope for licensing, and as anticipation grows for the second season, we’re seeing significant excitement building amongst licensees and retailers in these territories. The new collaborations across multiple categories really are as unique as Wednesday herself.”
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