Rhode Island-based toymaker Hasbro has expanded licensing agent WildBrain CPLG’s rights to include the Benelux region. The agreement sees WildBrain CPLG represent Hasbro’s merchandise, publishing, promotions and short-term location-based entertainment business in the Netherlands, Belgium and Luxembourg.

In a statement, Hasbro’s VP of consumer products in EMEA Marianne James said the Benelux region is an area of focus for the company due to its potential for the development of new consumer products for classic brands like NERF, Monopoly, Play-Doh and My Little Pony (pictured). Moving forward, the focus will be on forming relationships with local licensees and retail partners.

In December, Hasbro tapped WildBrain CPLG as its licensing agent in Denmark, Sweden, Norway, Iceland, Finland, Faroe Islands and Greenland, effective on January 1. The company was chosen due to its experience and scale, according to James.

Last week, WildBrain CPLG was appointed as the licensing agent representing Spin Master’s core portfolio of brands (including Hatchimals, Toca Life, Zo Zo Zombie, Etch A Sketch, Tech Deck and Bakugan) across EMEA. The agreement will see WildBrain CPLG initiate and drive consumer products programs across multiple categories, including apparel, accessories and back-to-school.

In other WildBrain CPLG news, the licensing agency tapped Rebecca Morris as client services director. In the newly created role, Morris will be based in London and head the client services unit (previously the business development team), with a focus on centralizing sales and marketing information, streamlining processes and managing licensor relations.

Morris will report to Steve Manners, VP of business development at WildBrain CPLG and WildBrain Spark. She previously served as director of product development and brand assurance at WildBrain CPLG and as VP of creative services for Zodiak Rights.

WildBrain CPLG also promoted Sophie Bloomfield to head of creative services. Bloomfield previously served as design manager, and in her new role she will lead the creative services team responsible for the company’s branding, style guide development, trend reports, trade marketing, creative strategy and look books as well as creative pitches to licensees and retailers. Bloomfield reports to Maarten Weck, EVP and managing director of WildBrain CPLG.