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Activision Blizzard confirms Overwatch LEGO and Hasbro master toy line

Activision Blizzard is growing its Overwatch and Call of Duty franchises further with partnerships with LEGO, Hasbro, Nerf and more.

The consumer products division of the games studio has landed at Licensing Expo 2018 with a slate of licensing and retail partners to deliver depth, breadth and longevity around its hit franchises.

The merchandising programme for Overwatch is significantly expanding. Hasbro has been awarded the master toy license for the franchise with plans for a wide range of play experiences including Nerf, games and more.

Additionally, LEGO has plans for multiple Overwatch building sets across various price points. Overwatch is just one of many Blizzard Entertainment properties featured in the recently announced exclusive apparel line from Uniqlo.

The pop culture phenomenon Call of Duty franchise continues to realise massive success, and Activision is poised to have the largest merchandising programme to date based on product category and global expansion.

This year, Black Ops is returning in Call of Duty: Black Ops 4, lending itself to new categories such as collectables. Design agency Powerstation Studios is bringing new creative to life that’s expanding the depth and breadth of the programme and supporting partners across various international markets.

Esports has emerged as a significant opportunity that engages millions of players and spectators worldwide. Activision blizzard is at the forefront of competitive gaming with the Call of Duty World League, MLG Network and the Overwatch League.

A robust apparel line is at the centre of the merchandising programme, designed to appeal to a massive global audience of gamers. Activision is currently seeking best-in-class partners across all product categories to explore burgeoning licensing and merchandising prospects targeting a new era of fans.

“Since debutng at last year’s Licensing Expo, we have begun to successfully realise our vision of offering more value and more opportunities for our global licensing and retail partners by leveraging the blockbuster franchises that Activision and Blizzard have created and expanded over many years of dedicated development,” said Tim Kilpin, CEO and president, Activision Blizzard Consumer Products Group.

“For our hundreds of millions of players around the world, we are working hard to build lasting global franchises that they can connect with across game platforms an through esports and vibrant transmedia story content.

“We are well positioned to continue playing a leading role in shaping the future of entertainment.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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