The move will see the two companies create a strategic union that provides CPLG with instant access to a number of blue-chip brand licensing rights held by Mycroft, whilst offering Mycroft's brand development operation the opportunity to avail themselves of the most comprehensive European network of local offices.
Amongst the brand names represented by Mycroft include Anheuser-Busch (Budweiser), Pepsi and 7UP, Spalding Sports (Top Flite, Ben Hogan and Etonic), Hallmark, The University of Cambridge and over 50 US Colleges.
Commenting on the agreement, CPLG's director of sport & brands, Chris Protheroe, said: "We believe there is an excellent fit between CPLG and Mycroft. There are obvious synergies between our businesses and we are confident there will be resultant benefits.
"At the core of any brand-building effort is the deep belief that if you have a valuable brand proposition and communicate it in a crisp way to the target audience, you will gain market share and profit. We have already started working with Mycroft on one of their key brands - Hallmark, the leading international greetings card manufacturer."
European licensing giant CPLG, which recently signed as the exclusive licensing partner of the English Football Association, has announced a strategic alliance with brand development specialists Mycroft International.
