The Brands department of WDR mediagroup is a licensing agency that represents renowned brands of national and international rights holders.
On the basis of over 25 years of experience, we optimally realize the commercial potential of TV programs, book series, and characters, drawing on our extensive worldwide network in the licensing sector.


Through the assignment of merchandising and publishing rights, we establish extensive product ranges on the market.

In addition to toys, stationery, accessories, clothing, household textiles, and print products, we realize attractive cooperative partnerships in areas such as theater/stage and promotion.

Our diverse brand portfolio appeals to various target groups:

  • As a RIGHTS HOLDER and LICENSOR, we offer licenses to numerous classic children’s programs from German television, such as “The Maus,” “The Show with the Elephant” or “Bobo Dormouse.” Our portfolio further includes popular brands from the WDR program lineup to which we have exclusive rights.

Are you the RIGHTS HOLDER of a successful TV or book series, or of a popular character? We have comprehensive experience in establishing and cultivating brands and have at our disposal a large network in the licensing market. For further information on how we can set your brand, too, in a successful “product world,” click here. And please don’t hesitate to contact us directly.

Our brands




Are you looking for the right license for your product? We assist LICENSEES in the selection of the fitting brand from our portfolio and provide support in the development of their licensed products, from initial design concept to market launch. Visit the complete overview of our licensed brands.


WDR mediagroup GmbH is the commercial subsidiary of Westdeutscher Rundfunk (WDR). It markets and realizes the commercial potential of WDR programs and of content of other partners, through all distribution channels.

The group’s core business is the marketing of advertising time on the WDR radio stations 1LIVE and WDR 2 and of the TV sponsoring settings on ARD Channel 1. The business activities of the group further include programming distribution, licensing and merchandising, accessible media services, and comprehensive IT and broadcasting services.