Following a preview of lifestyle toys from Alpha Group at Toy Fair New York, SYBO Games‘ Subway Surfers brand is sliding into U.S. retailers with new apparel and lifestyle collaborations.
SYBO Games’ Subsurf apparel line is available at Hot Topic through an online-only program that offers fans of the popular mobile game more than 250 T-shirt designs. The colorful assortment is inspired by the character, game, and street-style art designs that can be found in the game.
“We couldn’t be more excited … Hot Topic is a natural partner for the Subsurf brand,” says Naz Amarchi-Cuevas, SYBO Games’ chief commercial officer. “This represents the largest selection of apparel available and really lets our fans choose what style resonates with them best.”
News of the Hot Topic collaboration follows a recently inked partnership with Walmart to serve as Subway Surfers’ exclusive brick-and-mortar partner in the U.S. and Canada. Retail Monster brokered the deal which includes news licensees including 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. The new products will begin arriving at Walmart stores this summer.
The toys from Alpha Group will hit retail this fall.
