Merchantwise Group to acquire WP Brands

Merchantwise Group is acquiring independent licensing agency WP Brands, strengthening its position as a leading licensing agency group in Australia and New Zealand while supporting its growing presence across the UK, Europe and China.

Founded in Melbourne in 2006 as Wild Pumpkin Licensing, WP Brands rebranded in 2015. The company’s licensing portfolio includes Peanuts, Care Bears, Paddington and Squishmallows.

WP Brands Managing Director John Vasta will join Merchantwise as Executive Director, Licensing. With more than 25 years of licensing and consumer products experience, he will lead Merchantwise’s expanded Family and Classics business, bringing together WP Brands’ existing portfolio with Merchantwise clients including Hasbro and WildBrain.

Licensing Director Sophie Nassetta and Creative Approvals Manager Amber Mathews will also join Merchantwise. All WP Brands employees, apart from retiring co-owner and Executive Director Michael Hough, will transition to Merchantwise.

The acquisition will further expand Merchantwise Group’s licensing capabilities. The Group also includes Asembl Brands, its specialist FMCG and lifestyle brand extension agency.

Hough will retire following a career that included two decades of building WP Brands into one of the region’s highly regarded independent licensing agencies.

Source: https://merchantwise.com/news/merchantwise-group-to-acquire-wp-brands