Amazon worked in collaboration with WildBrain CPLG

With a new season on its way, Wednesday sees more cross-category partners come on board across UK and EMEA, including homewares, apparel & accessories, and health & beauty

 Culver City, CA and London, UK —  Amazon MGM Studios Consumer Products is readying an extensive line of Wednesday  consumer products secured in collaboration with WildBrain CPLG.

Wednesday, which is produced by MGM Television, a division of Amazon MGM Studios, debuted November 2022 on Netflix. In 2023, the series rose to be Netflix’s most watched English-language series, and its fandom continues to grow with a second season of the smash-hit series announced.

New collaborations for Wednesday, signed by WildBrain CPLG on behalf of Amazon MGM Studios, include a worldwide deal with United Colors of Benetton for an extensive apparel line launching in Autumn 2024.

In Europe, DEICHMANN has come on board for an adults and kids shoe line for UK and EMEA. In the GAS region, bilou is launching a line of health & beauty products including eau de parfum, deodorant and hand cream, while nail beauty brand Maniko is unveiling a special collection of UV-Gel strips for Wednesday-themed nails. In Spain and France, Sun City will launch a line of apparel. In Italy, Sammontana served up delicious Wednesday themed ice cream this summer, while Cerealitalia is set to launch confectionery for Christmas, and Bauli will roll out a second collection of Wednesday Easter eggs in 2025, after the success of their first collection that was released earlier this year.

In the UK and Ireland, Imperial Candles has launched a unique limited-edition Wednesday collection featuring exclusive, collectible enamel pins and jewelry, which are revealed as the deliciously scented candles burn. Further UK cross-category licensees include Danilo for greeting cards, Kimm & Miller for food gifting, Rubies for expanded ranges in dress up, Pyramid International for gifting, Blue Sky for stationery, Character World for bedding, Corsair Toiletries Limited for health & beauty, and Wow Stuff for toys. An extensive UK mass market retail launch for apparel will see Wednesday in stores nationwide, as well as on Amazon.com and other retailers this month through fashion collections with Brand Alliance, Misirli, and Fashion UK.

“The overwhelming success of Wednesday has shown us the importance for building a strong consumer products program that can truly drive fan engagement around this series. As the show continues to captivate audiences worldwide, we’re thrilled to be expanding our licensing program, with the help of our dedicated team at WildBrain CPLG across key categories like apparel, home goods, health and beauty, and more. By offering fans innovative and exciting new ways to experience the weird and wonderful world of Wednesday, we’re able to deepen their connection to the series and the characters they love. The power of consumer products to build and sustain fandom is undeniable, and we’re just getting started in unlocking Wednesday’s full merchandising potential,” says Jamie Kampel, head of Amazon MGM Studios Consumer Products and Interactive Licensing.

Pau Pascual, VP Southern Europe, MENA and South Asia for WildBrain CPLG, adds, “Wednesday is such a distinctive brand with huge scope for licensing, and as anticipation grows for the second season, we’re seeing significant excitement building amongst licensees and retailers in these territories. The new collaborations across multiple categories really are as unique as Wednesday herself!”

Wednesday follows Wednesday Addams’ misadventures as a student at Nevermore Academy, a unique boarding school snuggled in deepest New England. This series marks the first-time fans get to see the character of Wednesday not only in a new boarding school environment, but also as a teenager. Wednesday attempts to master her emerging psychic ability, thwart a monstrous killing spree that has terrorized the local town and solve the supernatural mystery that embroiled her parents 25 years ago—all while navigating her new and very tangled relationships at Nevermore.

WildBrain CPLG also handles licensing rights for the original The Addams Family brand on behalf of Amazon MGM Studios in Europe, the UK, India and the Middle East. The original brand continues to be highly popular amongst audiences, amplified by the smash-hit success of Wednesday.