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

Founded in 2006 by Nir Pizmony and Shane Lipton as Wild Pumpkin Licensing, the Melbourne-based business later welcomed Lim Mi-Kyoung and Michael Hough before rebranding as WP Brands in 2015.

Over the years, WP Brands has built an outstanding reputation for developing enduring licensing programs for some of the world’s most recognised family and lifestyle brands. Its representation portfolio includes Peanuts for Peanuts Worldwide, Care Bears for Authentic Brands Group, Paddington for Studiocanal and Squishmallows for Jazwares.

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

Highly regarded licensing practitioners Sophie Nassetta, Licensing Director, and Amber Mathews, Creative Approvals Manager, will also join Merchantwise.  They will work alongside Jacqui Shilson-Josling, Senior Licensing Director, and Sarah Young, Senior Licensing Manager, as part of the newly expanded team.  All WP Brands’ employees, other than retiring co-owner and Executive Director Michael Hough, will transition to Merchantwise, ensuring continuity for clients, licensees and retail partners.

Michael will retire following many years of significant contribution to the Australian and New Zealand licensing industry.  His career has included two decades building WP Brands into one of the region’s most highly regarded independent agencies.

The acquisition will further expand Merchantwise Group’s senior leadership and licensing capabilities, strengthening a brand licensing and management group that also includes Asembl Brands, its specialist FMCG and lifestyle brand extension agency.  Together, the Group offers deep expertise across entertainment, gaming, family, lifestyle and FMCG licensing, supported by social and influencer marketing, creative services and digital media.

Merchantwise Group CEO Alan Schauder said, “We are absolutely delighted to welcome John and the WP Brands team to Merchantwise Group.  I have long admired John’s expertise and respected the success he and the team have achieved in building thoughtful, commercially strong programs for evergreen brands.  John brings outstanding strategic leadership and deep industry experience, and we are excited to put the full capabilities of our Group behind an exceptional portfolio that includes Peanuts, Care Bears and Paddington.  I would also like to thank Michael for entrusting the future of WP Brands to us.  His contribution to the Australian and New Zealand licensing industry over the years has been immense, and we wish him every happiness in his retirement.”

Merchantwise Executive Director and former WP Brands Managing Director John Vasta said, “This is an exciting next chapter for WP Brands, our clients and our team as Merchantwise definitely shares our commitment to long-term brand stewardship, strong partnerships and quality product execution.  Working with the wider Merchantwise and Asembl team, I’m certain we will unlock more opportunities and create even more value for the brands we represent.  I am delighted to be joining Alan and the Merchantwise team and look forward to building on the strong foundations of both businesses.  I also wish Michael every happiness in retirement and thank him for the opportunity, along with Lim, to help build the WP business over the past few years.”  

Michael Hough said, “After many years in the licensing industry, I am very proud of what we have built at WP Brands and deeply grateful to our clients, partners and team. A special thank you must also go to Nir and Shane for their foresight and courage to start the business and to Lim for her hard work and leadership.  Merchantwise is the right home for the business, with the scale, capabilities and shared values to support its continued growth.  I have enormous confidence in John and the team and look forward to watching them flourish as part of Merchantwise Group.”

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