WildBrain CPLG represents several brands across the globe, inking deals with Mattel, SEGA, Spin Master, and more. Now, the licensing agency is setting its sights on the battle royale Fall Guys. The new partnership with the Devolver Digital game was secured by the WildBrain Singapore team led by Ben Peace, Vice President Asia-Pacific.
WildBrain CPLG is the perfect partner to help us expand the 'Fall Guys' consumer products program throughout Asia — the spiritual home of video games. The agency has built amazingly creative, well-considered and consumer-centric programs for entertainment royalty over the years, and we can’t wait to see what they have planned for 'Fall Guys' across the APAC region.
Working to expand into new Fall Guys products across multiple categories, WildBrain and Devolver Digital hope to see goods including apparel, accessories, home goods, stationery, and collectibles.
The agency has already secured some new deals for the game, with licensees in Japan such as Caitac Family for adult apparel and accessories, and Tachibana for pillows and home goods. The two join existing Fall Guys licensing partners such as Bandai, Ensky, SEGA, and Kotobukiya.
Fall Guys is a free-to-play multiplayer battle royale game. Players, controlling the game’s iconic bean-shaped characters, compete in obstacle courses and other challenges until only one remains. The game launched in 2020 (with the free-to-play version released later in 2022), seeing immediate success, boasting the record for the most downloaded game on PlayStation.
Devolver Digital’s game has secured an impressive portfolio of in-game partnerships, offering players content featuring iconic brands such as Toy Story, SpongeBob SquarePants, Doctor Who, Masters of the Universe, and more.
WildBrain CPLG’s acquisition of rights to represent Fall Guys within Asia coincides with the agency’s growth in the area, including the addition of new offices as well as teams in Seoul, Taipei, and Singapore. The new deal will see WildBrain handling consumer product rights for the brand in Japan, mainland China, Hong Kong, Macau, Taiwan, South Korea, Thailand, Vietnam, Malaysia, Singapore, Indonesia, Philippines, Brunei, Cambodia, Laos, and Myanmar.
