Global licensing agency Centa IP has acquired Australian-based licensing agency The Fusion Agency.
Centa IP has also recently been appointed the US, Australasian and UK licensing agency for Zafari, a new property from INK Group out of Europe.
The move follows a larger push from Centa IP to focus on musically-inspired brands, including Emmy Award winner and Netflix Original series, Beat Bugs, inspired by music of the Beatles, and Motown MagicTM, inspired by the music of Motown.
The acquisition of Fusion also brings children’s series Kazoops! and Monster Teddies into the fold.
Centa IP CEO Geoff Rosenhain says: “We have quickly built an agency with A-class executives, multiple award winning properties, national retail placement in key markets, all supported by the industry’s best licensees.
“Centa IP’s primary focus is to build sustainable value for our partners. It’s just that simple. To be doing it with such an incredible group of people makes this goal both a reality and a whole lot of fun,” Rosenhain adds.
The acquisition will see Fusion managing director Gail Mitchell take on the role of vice president Asia-Pacific based in Sydney.
Mitchell will work with newly appointed Centa IP vice president of sales and licensing for The Americas Rebekah Belzer who is based in Los Angeles and Nick Cooke, vice president of sales and licensing for Europe.
Mitchell previously managed Hasbro’s consumer products division for the Asia-Pacific region before setting up The Fusion Agency in 2010.
During this time, Fusion has won multiple awards including the ATA Boys License of the Year for Moshi Monsters in 2011, the ATA Boys License of the Year in 2016 for Yo-kai Watch and most recently the ATA Girls License of the Year for Trolls in 2017.
Belzer comes to Centa IP with 17 years of retail and consumer products experience overseeing sales for entertainment and lifestyle brands such as Pantone, MasterChef Junior, Dwell Magazine, Power Rangers, Paul Frank, as well as establishing the Disney Bridal business.
Cooke joins Centa IP with more than 20 years’ experience in consumer products licensing, working for both IP owners and top-tier retailers.
Cooke has a background and proven track record of business growth in licensing sales, buying and brand management with companies such as DreamWorks Animation, Tesco, Toys ‘R Us and The Disney Store.
Fusion joins the Centa IP family with brands such as DreamWorks Animation, Miffy and newcomers such as Masha and The Bear, Kazoops! and Monster Teddies.
Gail Mitchell was unavailable for comment at the time of writing.