Activision Blizzard Consumer Products Group (ABCPG) introduced full roster of licensing and retail partners at Licensing Expo 2018. Through gameplay, film, TV, esports events, and consumer products, Activision and Blizzard Entertainment will create engagement around their franchises and across platforms.
The merchandising program for Overwatch will expand to include Hasbro as the master toy license for a NERF product line, games, and more; LEGO Group for building sets; and Uniqlo for an apparel collection.
Activision is poised to have the largest merchandising program to date for Call of Duty product category and global expansion. Call of Duty: Black Ops 4 will be released in October, and will be available in a collectibles line.
Activision Blizzard’s competitive gaming extensions include Call of Duty World League, MLG Network and the Overwatch League, the first major global professional esports league with city-based teams. An apparel line is at the center of the merchandising program, and ABCPG currently seeks partners across all product categories.
Call of Duty’s New partners include McFarlane for collectible figures; USAopoly for Risk and Monopoly board games in North America; Pyramid for homeware and accessories; Poetic Gem for apparel; Park Agency for knitwear; and Clairefontaine for stationery. They join returning partners including, Mattel for collectible construction sets; Exquisite Gaming for Cable Guys and crates; KontrolFreek for gaming controller accessories; Bioworld International for apparel and accessories; Astro Gaming for headsets; and Trends for posters and calendars.
The release of Crash Bandicoot N. Sane Trilogy will lead to a platform expansion, and an expanded roster of partners including, Just Toys for backpack hangers; BDA for controllers and accessories; Pyramid for homeware and accessories; NECA/Kidrobot for collectibles; GameStop for Totaku figures; and Park Agency for knitwear. Returning partners include Changes for apparel; Concept One for accessories; Rubber Road for apparel and accessories; and Funko for POP! Vinyl figures.
In celebration of Spyro’s 20th anniversary, Activision will release Spyro Reignited Trilogy. Activision will build a consumer products program to support the launch, with partners including Funko for POP! Vinyl figures; Changes for apparel; NECA/Kidrobot for collectibles; Surreal for drinkware; Rubber Road for apparel and accessories; GameStop for Totaku figures; Pyramid for homeware and accessories; and Exquisite Gaming for Cable Guys and crates.
Bungie’s Destiny licensing program features new and returning partners, including Blizzard Publishing for books; McFarlane Toys for action figures and statues; Mattel for construction sets; Funko for Pop! vinyl figures; ThinkGeek for vinyl figures, apparel, and accessories; Rocklove for jewelry; Razer for PC gaming accessories; Surreal Entertainment for drinkware, The Coop for collectibles and accessories; USAopoly for puzzles, chess sets, and playing cards; Rubber Road for apparel and accessories; and Gaya Entertainment for apparel and collectibles. The merchandising program also expands internationally with the appointment of Bits and Pixels as the licensing agency for the EMEA territories.
Overwatch’s merchandising program will be supported by new and returning partners, including Hasbro for master toy licensee; LEGO Group for construction sets; Uniqlo for apparel; Bioworld International for bags and accessories; Spirit Halloween for costumes; Disguise for costumes; Brown Trout for calendars; Insight Editions for stationery and cookbooks; Trends for posters and sticker packs; Just Toys for sticker books; Good Smile Co. for figures; Razer for PC Peripherals; J!nx for apparel and accessories; Dark Horse for artbook; Funko for apparel, bags, home accessories, and figures; and Scholastic for books.
Partners for World of Warcraft include Brown Trout for calendars; Del Rey for novels; Panini International for novels; AST for novels; Jeu Media for publishing; Ju Ju Be for bags and accessories; J!nx for apparel and accessories; Insight Editions for cookbooks; Funko for figures; and Dark Horse for publishing.
Blizzard recently launched the 12th content release for Hearthstone. Licensees include Insight Editions for pop-up books, Displate for fine art, Panini International for art books, and Huginn & Muninn for art books.