Five new agents will join portfolio across EMEA region.
MGA Entertainment has beefed up its licensing agent roster to reach a number of new regions across EMEA.
With Hong Kong Toy Fair, London Toy Fair and Nuremberg Toy Fair fast approaching, the new partnerships will allow the company to grow brands such as Bratz, Zapf Creation, Lalaloopsy, Project MC2 and Little Tikes across Europe through 2016 and beyond.
The Brand Residence is now on board to handle Germany, Austria and Switzerland; Partner Plus is looking after Greece and Cyprus; J&M Brands BV has taken on Belgium, Luxembourg and The Netherlands; LiSANS AS has picked up Turkey and Cyprus; and Plus Licens is on board for the Nordic, Baltic and CEE regions.
The five new partners join existing agents Biplane (France and Iberia), CLM (South Africa), Megalicense (Russia), Active Merchandise (Germany) and East West Licensing (Middle East).
“The consumer products business is much more local by nature,” explained Justin McGiffin, senior director of licensing EMEA at MGA Entertainment.
“As we journey toward the release of additional new brands in different channels, expert agents with specialist local knowledge and solid retail relationships will play a vital role in maximising every viable business opportunity through the creation of bespoke licensing programmes that acknowledge and embrace the regional nuances of each individual country.”
