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WildBrain CPLG Signs University of Southern California (USC)

WildBrain CPLG Signs University of Southern California (USC)

WildBrain CPLG, one of the world’s leading entertainment, sport and brand licensing agencies, has been appointed to represent the University of Southern California (USC) across Europe, the UK, Middle East and North Africa, South Asia, Australia and New Zealand. As the agency’s Lifestyle roster grows, WildBrain CPLG will assemble a cross‐category merchandise programme for the LA-based university with target categories including apparel, accessories, home, gifting, back‐to‐school and health & beauty. 

Founded in 1880, USC is one of the world’s leading private research universities. WildBrain CPLG will utilise the university’s marks, seal and heritage assets, as well as graphics from the university’s intercollegiate athletics teams, to create an impactful consumer products range. The representation deal with USC builds on WildBrain CPLG Lifestyle’s current remit for US university brands, including Yale University for EMEA, Russia, Australia and North America, and Harvard University for EMEA and Russia.

Victoria Whellans, Group Brands Director at WildBrain CPLG Lifestyle, said: “We continue to see a robust retail and consumer trend for collegiate and varsity‐inspired designs, and our extensive international campaigns with Yale and Harvard universities are testament to this. With USC’s Californian roots and effortless ‘SoCal’ graphics, the school perfectly complements our existing portfolio of iconic US institutions, and we’ll utilise our strong licensee and retail relationships to support the growth of an engaging merchandise offering for the brand.”

Steve Fuller, Associate Director Trademarks & Licensing at the University of Southern California, added: “We are pleased to partner with WildBrain CPLG to pursue new licensing opportunities outside of the U.S. We look forward to leaning on WildBrain CPLG’s expertise to find the right mix of licensees to deliver quality products, and further extend USC’s brand presence at retail.”

Separately, USC has previously held successful US licensing partnerships with brands including Nike, Stance Socks, New Era (caps), Panini (trading cards), and Victoria’s Secret Pink.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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