WildBrain CPLG inks global direct-to-retail agreement with MINISO

Hundreds of new In the Night Garden, Teletubbies and Strawberry Shortcake products will launch worldwide at the retailer's 5,792 storefronts beginning this fall.
August 31, 2023

WildBrain CPLG’s team in China has signed a licensing deal with Chinese retailer MINISO to launch new consumer product collections for three WildBrain kids brands in more than 5,700 MINISO stores worldwide. 

MINISO will begin rolling out licensed items for WildBrain’s British preschool IP In the Night Garden in China this fall, followed by global launches for Teletubbies and Strawberry Shortcake (pictured) products next year. The ranges will cover categories including toys, consumer electronics, stationery, housewares and accessories. 

MINISO’s greatest asset for WildBrain’s franchises is its growing network of brick-and-mortar stores, said Benjamin Bao, WildBrain CPLG’s VP of China, in a release. The retailer opened 592 new stores last year, according to its 2023 year-end financial results in June. More than 3,600 of the chain’s 5,792 storefronts are located in China, with the rest operating in overseas markets such as North America, EMEA, Latin America and Southeast Asia (except Japan).

This new deal builds on a recent partnership between MINISO and Peanuts Worldwide that WildBrain CPLG China brokered in July. MINISO launched two collections of Snoopy birthday party and summer travel themed products in August, with more scheduled throughout the year featuring other characters from the Peanuts cast. The Peanuts partnership is structured to last for two years, with MINISO designing and manufacturing more than 300 branded products. 

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