Source: SYBO Games/The Toy Book

SYBO Games’ Subway Surfers have made their way to Walmart.

The first collection of Subsurf lifestyle toys from Alpha Group USA arrives at Walmart alongside an update to the popular mobile game that finds the Subway Surfers characters running through Little Rock, Arkansas, and a digital version of a Walmart store.

Source: SYBO Games

“Over the course of the past [few] years, we’ve strategically and with great purpose built-out the Subsurf consumer and lifestyle merchandise brand to ensure we deliver the authentic attributes Subway Surfers fans have come to expect,” says Naz Amarchi-Cuevas, SYBO Games’ chief commercial officer. “To mark the Walmart milestone, we’ve incorporated iconic elements of the storied retailer.”

Kids can find digital codes on select Subsurf products to unlock exclusive content within the game.

The initial wave of products includes 4-inch scale Spray Crew collectible figures, Fresh Kicks keyrings, Street Jammers plush, and more.

Earlier this year, Subway Surfers apparel launched through the Hot Topic website. The news arrived alongside a deal brokered by Retail Monster for Walmart to serve as the brand’s exclusive brick-and-mortar retail partner in the U.S. and Canada. Licensees include Sakar for wheeled goods and safety gear; Accessory Innovations for a collection of bags, backpacks, and travel accessories; Franco Manufacturing for home textiles; and Bioworld for multiple lines of apparel and accessories.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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