BANDAI NAMCO Europe announces new licensing partnerships

BANDAI NAMCO Europe has signed new licensing deals in EMEA for the global hit fighting-game series TEKKEN.

The new deals cover apparel (Difuzed, Fashion UK, EMP), partworks (Planeto de Agostini), figurines (Pure Arts, First4figures, Numskull) and vinyl records (Laced Records).

BANDAI NAMCO Europe serves as the Headquarters of BANDAI NAMCO Holdings Inc. for mainland Europe and ANZ, which is known for creating and publishing many of the toy and entertainment industries’ top franchises, including PAC-MAN, TAMAGOTCHI, GUNDAM, TEKKEN and DARK SOULS.

Sony Pictures Consumer Products adds PlayStation brand and gaming IP to North American licensing portfolio

Sony Pictures Consumer Products (SPCP) has announced that the company will work with Sony Interactive Entertainment (SIE) to represent merchandise licensing in North America for the PlayStation brand and its PlayStation Studios games, including God of War, Horizon Zero Dawn and The Last of Us. As part of this collaboration SPCP will manage master toy deals and work closely with SIE to execute licensing programs in North America that tie into global PlayStation licensing strategies.

This collaboration is only related to licensing in North America and will enable SIE to leverage SPCP’s deep expertise in merchandise licensing. SIE will continue to have ownership and approval of the use of its intellectual property, including first-party games, and the PlayStation brand.

“SPCP is a natural fit to help lead merchandise licensing in North America for the PlayStation brand and our first-party games,” says Grace Chen, VP, Global Marketing, Sony Interactive Entertainment. “We are happy to be able to partner with other Sony companies, like SPCP, to leverage their strengths and best practices. This collaboration will help ensure great treatment of our IP in licensing deals as well as innovative merchandising ideas PlayStation fans are sure to love.”

The announcement comes during a dynamic year for the PlayStation brand, with the launch of PlayStation 5 in 2020 and upcoming entertainment content based on popular games, including a film based on Uncharted and a TV Series based on The Last of Us.

“We’re confident this strategic collaboration will provide fans with even more ways to interact with the PlayStation brand and their favourite PlayStation gaming IP through creative consumer products in North America,” says Jamie Stevens, EVP, Worldwide Consumer Products, Sony Pictures Entertainment. “By partnering across Sony divisions, we are able to leverage existing teams and infrastructures to maximise brand exposure and create great products for fans. We look forward to working closely with the PlayStation team to develop new strategies to grow the business.”

 

 

The coolest Christmas gift ever? Xbox Series X replica mini fridge available exclusively at GAME

GAME has announced that the ultimate gaming accessory is available to pre-order now: the GAME exclusive 10L capacity Xbox Series X Replica Mini Fridge Thermoelectric Cooler (£89.99).

Launching in December, the Xbox-lookalike fridge includes both AC and DC power cables, has a USB port for charging devices and comes with LEDs and surface-features made to resemble the Xbox Series X glow. Inside, there’s room for up to 12 cans of drink, and two removable door shelves for snacks.

Available to pre-order now in-store and via the GAME website.

 

Outright Games to launch ‘DC League of Super-Pets’ video game in 2022

Outright Games has revealed the first-ever look at the forthcoming ‘DC League of Super-Pets’ video game as part of DC Kids FanDome, the 24-hour, immersive, global virtual event that took place this weekend.

The game, which is inspired by the Warner Bros film due in theatres in summer 2022, is licensed by Warner Bros Interactive Entertainment on behalf of DC and will be available on PlayStation, Xbox, Nintendo Switch and PC Digital in 2022.

DC League of Super-Pets is a 3D on-rail action game that puts players in the paws of Super-Pets Krypto the Super-Dog and Ace as they fly over the city skylines to protect the animal population of Metropolis from a new and looming threat.

Founded in 2016, Outright Games has established its place in the market delivering interactive games featuring beloved global entertainment characters. Its titles include Jumanji: The Video Game (with Sony Pictures), Paw Patrol The Movie: Adventure City Calls (with Nickelodeon), Ben 10 Power Trip (with Cartoon Network) and Dragons: Dawn of New Riders (with NBC Universal).

 

Sakar International and SEGA of America mark Sonic’s 30th anniversary with new line of wheeled goods

Sakar International and SEGA of America have today announced a partnership to expand Sakar’s line of licensed wheeled goods and accessories with Sonic the Hedgehog, as part of the iconic video game character’s 30th anniversary.

This autumn, Sonic fans can speed into action and adventure with hoverboards, scooters (manual and electric), four-wheel ride-ons and skateboards (manual and electric) all inspired by the beloved hedgehog. Additionally, Sonic-themed helmets and other protective gear will be available for purchase.

“Sakar International is looking forward to helping SEGA celebrate Sonic’s 30th anniversary with products that allow young fans to be active and expand their imaginations,” says Ralph Sasson, COO at Sakar. “Sonic is one of the most iconic gaming franchises and we’re excited to bring these products to an entirely new generation of fans.”

To further celebrate Sonic’s landmark anniversary, Sakar will create a variety of Sonic-inspired video game accessories and youth electronics including speakers, headsets, keyboards, mouse pads, charging stations, gaming furniture, walkie talkies, box kits, telescopes, binoculars, role-play electronic kits, wearable VR goggles, alarm clock radios, microphones and karaoke machines, among other consumer goods.

Sonic the Hedgehog-themed wheeled goods and accessories will begin racing into Walmart and other retailers across the US this holiday season.

Headquartered in Edison, NJ, with additional offices in Canada, Latin America, Australia, Hong Kong and China, Sakar International is a leading provider of consumer electronics and accessories. The company licenses over 40 major entertainment and corporate brands and is the parent company to Vivitar, a full-spectrum consumer tech company specialising in the production of cameras, camcorders, mobile accessories, and health and wellness products.

 

British gaming studio Boneloaf taps Toikido for Gang Beasts global master partnership

Toikido has struck a new major, global master partnership in the gaming space, this time partnering with the British indie games publisher Boneloaf to launch a range of toys, apparel, stationery, and more for the popular, multi-player beat ’em up party game, Gang Beasts.

The new pairing marks the second major gaming IP that Toikido has signed up since its launch last year, following the success of its Among Us toy line, a range that it currently causing a stir on the global toy and retail scene.

“We are huge fans of the Boneloaf team and have been playing Gang Beasts together and with our families for age, so to bring it into the Toikido stable is amazing,” said Darran Garnham, founder of Toikido.

The British studio, Boneloaf is currently working on a series of experimental multi-player party games, protoyping and play-testing to best identify fun new titles. Having grown up on a diet of Mario Kart 64 and Goldeneye 007, the studio has set out its mission to develop titles with a similarly lively and fun feel to them.

Recently announced for release on Nintendo Switch, Gang Beasts already has a strong fanbase and a series of honours, including Honourable Mention for Excellence in Design the Friendly Fire (Best Game to Mess with Your Friends) from Curse at E3, the Gamer’s Voice Award in the Multiplayer category at SXSW, Better with Friends Steam Awards, and a BAFTA nomination in the Multiplayer category in 2018.

The first range of product from Toikido will launch in 2022, spanning categories including, but not limited to toys, apparel, stationery, and more.

Toikido is a business that “pushes the envelope of innovation” in not only the kind of toys and IP it delivers to a contemporary toy industry, but in the way the industry itself operates. Boasting an infrastructure to operate at lightning speed, the outfit brought Among Us to market in under six months from agreeing terms to hitting the shelves, a practice deemed as revolutionary to the normal route to market.

“Toikido has been born by handpicking amazing people who I have always wanted to bring together,” Darran Garnham, the businesses founder told ToyNews.

“We’ve developed an ecosystem across many disciplines and skills that are really going to shake things up a bit and I’m really very excited about the future of the business.”

British gaming studio Boneloaf taps Toikido for Gang Beasts global master partnership

Toikido has struck a new major, global master partnership in the gaming space, this time partnering with the British indie games publisher Boneloaf to launch a range of toys, apparel, stationery, and more for the popular, multi-player beat ’em up party game, Gang Beasts.

The new pairing marks the second major gaming IP that Toikido has signed up since its launch last year, following the success of its Among Us toy line, a range that it currently causing a stir on the global toy and retail scene.

“We are huge fans of the Boneloaf team and have been playing Gang Beasts together and with our families for age, so to bring it into the Toikido stable is amazing,” said Darran Garnham, founder of Toikido.

The British studio, Boneloaf is currently working on a series of experimental multi-player party games, protoyping and play-testing to best identify fun new titles. Having grown up on a diet of Mario Kart 64 and Goldeneye 007, the studio has set out its mission to develop titles with a similarly lively and fun feel to them.

Recently announced for release on Nintendo Switch, Gang Beasts already has a strong fanbase and a series of honours, including Honourable Mention for Excellence in Design the Friendly Fire (Best Game to Mess with Your Friends) from Curse at E3, the Gamer’s Voice Award in the Multiplayer category at SXSW, Better with Friends Steam Awards, and a BAFTA nomination in the Multiplayer category in 2018.

The first range of product from Toikido will launch in 2022, spanning categories including, but not limited to toys, apparel, stationery, and more.

Toikido is a business that “pushes the envelope of innovation” in not only the kind of toys and IP it delivers to a contemporary toy industry, but in the way the industry itself operates. Boasting an infrastructure to operate at lightning speed, the outfit brought Among Us to market in under six months from agreeing terms to hitting the shelves, a practice deemed as revolutionary to the normal route to market.

“Toikido has been born by handpicking amazing people who I have always wanted to bring together,” Darran Garnham, the businesses founder told ToyNews.

“We’ve developed an ecosystem across many disciplines and skills that are really going to shake things up a bit and I’m really very excited about the future of the business.”

Gaming’s new rules | How Bits + Pixels is changing up the narrative with ‘unpredictability’

Co-founded by the Konami alumni and video gaming and geek culture enthusiasts, Sandra Arcan and Su-Yina Farmer, right around the same time that the video game licensing scene underwent its most recent metamorphosis and really took off in its current form, Bits + Pixels is a specialist agency with a lot of skin in the game.

Since its foundation, ‘unpredictability’ has been the message at the core of the work – and partnerships and collaborations – that this duo have set out to achieve; keen to establish a new kind of geek and pop culture product for a new kind of geek and pop culture audience. It’s why the firm has introduced us to the likes of the Destiny x Palladium footwear range, or the Resident Evil 2 Zombie make-up kit.

In fact, Bits + Pixels is interested in one thing; and that’s innovating in a licensing space filled with creativity. It’s perhaps why the pair’s latest endeavor is to change up the narrative to see the significant female gaming audience better represented in the licensed consumer products space, in a reflection of a female gaming audience in both size and importance. Could that mean that we’re about to see video gaming leave a far greater mark on the health and beauty space in the near future? Well, according co-founder, Sandra Arcan, certainly yes, if Bits + Pixels has anything to do about it.

Licensing.biz catches up with Arcan to learn more about the company’s plans, approach, and onus on keeping it all unpredictable when it comes to innovating and discovering a new future for the video game licensing space.

You guys have a rich history with the video game space, can you talk us through what brought you together to create Bits + Pixels, what the company brings to the video game licensing sector and how you guys are looking to stimulate innovation in the space? 

The creation of Bits + Pixels was really the result of two things happening around that time, namely rediscovering my love of gaming when working with Konami on their licensing, and that being just at the time when interest in the sector was building momentum. I felt it was the right time to set up that specialist service and did so with my Konami colleague and friend, Su-Yina Farmer.

We bring knowledge and passion for gaming and ‘geek culture’ and a strong sense of wanting to do right by the gaming studios and communities that we work with and wanting to do some really cool, standout things along the way. The main way we think we can stand out is by bringing partnerships that are perhaps initially unexpected but, in fact, make a lot of sense.

How has Bits + Pixels evolved since you launched, and how reflective is this evolution of the video game and video game licensing sector today?

We’ve organically grown our services, initially through the strength of our relationships with clients who entrusted us with projects outside of licensing, namely event production. Su-Yina has event planning experience which made this very seamless and we’ve been able to secure additional event based work since then.

We’ve also been helping brands both inside and out of the games industry engage gamers through influencer marketing and talent recruitment. Influencers have been moving the needle for some time when it comes to product launches, brand awareness and credibility objectives, and now it’s becoming increasingly common to engage them for gaming licensed product launches. These new service components sometimes come together nicely into one project, with licensing, event and influencer elements, such as the Destiny Community Mixer we produced for Bungie in December 2019.

What sort of step change have we seen in the video game licensing sector in recent years, and what has fuelled this? Looking at the clients you’ve worked with and the partnerships you’ve overseen in the space – there’s a new level of innovation and immersion in IP/game brands being explored right now. How exciting is the video game licensing space right now?

Gaming is just ever more present everywhere you look within the entertainment sector. More gaming IPs are being adapted to the small and big screen, more high profile actors are voicing characters in games, more high profile brands are partnering with gaming franchises, and these are just some of the reasons everyone has been wanting to get involved and innovate in this area. So it is extremely exciting and full of potential, and it’s why you’re seeing more licensees, agencies and retailers proactively chasing opportunities. 

What is important to keep things exciting is the intent to keep trying new things and push forward with broader selections of games and product categories, otherwise there will inevitably be stagnation and repetition.

What do you think has driven this more developed and creative approach to video game licensing?

Gamers demand well designed products. Previously, they would take what was available, but they now have an increasing choice of creative consumer products and, as such, expect that even more. If you look at the highest end of product development, such as premium collectible figures, you see that gamers will invest in a special product if it’s executed well. That certainly applies to all categories too, so brands and licensees are striving to deliver that as much as they can.

How receptive have retailers and licensees become to the video game licensing sector in recent years? Why do you think this is?

For that matter – how do you think games companies and publishers have changed their approach to licensing – has the perception shifted? How important has licensing’s role become in the video gaming space?

Retailers and licensees have been very receptive, albeit that many take time to understand the opportunity before going in with a bid for gamer’s attention (something we very much support, of course!).  They know it’s an extremely appealing consumer as they spend more time in their favourite gaming franchises (often hundreds of hours) than in other entertainment consumption activities such as watching TV series or movies.

When it comes to gaming companies, most have been keen to offer a licensing programme during recent years. Often, the main thing that might stop them jumping in is the know-how and resources. However as more brands are launching their own licensed collections, studios are looking on and realising they need to invest in either in-house expertise or that of an external agency like ours.

They all know how important a physical product is as an additional brand touch point, but it’s just about being comfortable and ready to set up the right operation for it. 

Can you tell us about some of your favourite or most successful partnerships in the video game sector? How have these shaped your own approach to video game licensing or set a course for what the future of video game licensing may look like?

We’ve had two tremendously successful launches of the Destiny x Palladium brand collaboration. Another one we loved working on was the collaboration between Capcom’s Resident Evil 2 and cosmetics brand, Mehron. Mehron, being the leader in professional special effects makeup, were able to bring their expertise from working on Broadway, Hollywood sets and Cirque du Soleil, to making a super fun Resident Evil 2 Zombie Cop makeup kit. The common thread with these two partnerships was the strength of the fit between the brands which fans really ‘got’ and appreciated. 

We will always target partnerships that prompt a reaction of ‘oh, that’s interesting’ followed by an understanding of why it makes complete sense. If it’s initially unexpected, that’s even more exciting for us personally as unpredictability, when done right, is arguably more engaging. 

What categories would you like to see gaming IP move into?

We’d love to see the significant female gaming audience better represented in the licensed consumer products area. Beauty and more female-targeted categories, to reflect the importance and size of the audience would be great to see and something we’re currently working on, so watch this space!

What’s going on in the video gaming sector right now that could impact the look of its licensing activity in the coming years? I.e game streaming, things like Fortnite Creative, player immersion and the idea of the digital self etc?

There is definitely a lot of user-generated content out there from various gaming titles, however it is generally a more complicated proposition to license. Streaming is such a popular, engaging and influential way for people to consume gaming content, so we’ll for sure see more top streamers with their own licensed product collections in mainstream retail.

What’s next for video game licensing? Is it headed in the right direction? 

I’m hoping that we’ll see more retailers getting involved with video game licensing, and that the ones that are already offering a gaming proposition will go even further in a more representative way. There are just so many amazing gaming brands with extremely active fanbases, so it would be a shame not to see some more of these on the shelves of high street and independent retailers. In the meantime, we’re seeing more gaming brands developing their own comprehensive ecommerce stores and this is truly one of the most effective ways to drive merchandise sales organically through the brand’s own ecosystem. 

I think we are bound to see more brand collaborations too, and hopefully in an ever more diverse set of categories.

Thank you Sandra, for your time chatting with us. Before we let you go, tell us, what’s next for Bits + Pixels?

We want to remain at the forefront of whatever is relevant in gaming and how gamers are consuming content related to it. We have some exciting projects in the pipeline which will hopefully continue to bring brands, creators, concepts and ideas together in imaginative ways.

Tinderbox sparks new partnership with Ubisoft for Far Cry and Just Dance gaming franchises

The French video game company, Ubisoft, is partnering with Tinderbox – the digital division of Beanstalk – to represent its top selling gaming franchises, Just Dance and Far Cry for licensing across Europe.

Under the new partnership, Tinderbox will support both franchises, Just Dance and Far Cry, by expanding the European
consumer products footprint into new categories and channels, pursuing opportunities across fashion, collectibles, home, gifting and novelty, consumer electronics and more.

Since its formulation in 1986, Ubisoft dedicated itself developing high quality games that resonate with all kinds of personalities. Its Far Cry franchise – now in its 17th year – features open-world, first-person shooter games known for their wilderness environments and survival thematics. Today there are over 60 million unique players in the franchise, and the next title, Far Cry 6, is to be released on October 7th, 2021.

Meanwhile, Just Dance is the number one Music Video Game franchise of all time,boasting 11 titles, 80 million games sold, and
more than 138 million registered players worldwide. The evergreen franchise invites players to have fun playing with their family and friends, or to keep fit, exercising at home to classic songs and the latest hits.

The next title, Just Dance 2022, will release on November 4th, 2021.

Dave Tovey, head of Tinderbox at Beanstalk, said: “We are thrilled to be partnering with Ubisoft in developing consumer product programmes for its top selling titles. Far Cry is one of the biggest gaming franchises, with a passionate fan base that is eager for more consumer touch points.

“Just Dance is the ultimate definition of a cross-generational gaming experience, delighting fans from Gen Z, Millennials and beyond. The team at Tinderbox is excited to get started and establish exciting and engaging brand extensions at retail on behalf of Ubisoft.”

Francois Tallec, senior director, consumer products and partnerships at Ubisoft, said: “At Ubisoft we strive to bring players the best gaming experiences, and ultimately, grow and engage strong communities with transmedia brands. We are enthusiastic to partner with Beanstalk/Tinderbox, experts in forging licensed product partnerships with leading video game franchises, to expand our Far Cry and Just Dance licensing programmes throughout Europe.”

Women in Games responds to sexual harassment and discrimination lawsuit against Activision Blizzard

The video games publisher Activision Blizzard has found itself at the centre of a crisis, accused of maintaining ‘a frat boy culture’ rife with sexual harassment, and unequal pay and treatment for women within the company.

The industry was alerted to the situation when a lawsuit was brought against the company by the California Department of Fair Employment and Housing, forcing Activision Blizzard’s CEO Bobby Kotick to release a statement addressing accusations against the company of harassment and discrimination.

The address, however, was subject to severe backlash in the form of an open letter from employees that described the response to the lawsuit as “abhorrent and insulting” for describing the allegations as ““distorted and in many cases false.” It also accused the California Department of Fair Employment and Housing of being “unaccountable State bureaucrats that are driving many of the State’s best businesses out of California.”

A planned staff walkout in protest prompted the issuance of a second statement, in which Kotick acknowledged that its initial response to the lawsuit was ‘tone deaf’ and promised long lasting change at the company.

Nevertheless, the walkout went ahead this week as employees noted that Kotick had still failed to address concerns.

“While we are pleased to see that our collective voices – including an open letter with thousands of signatures from current employees – have convinced leadership to change the tone of their communications, this response fails to address critical elements at the heart of employee concerns,” read a statement tweeted by employees this week.

“Today’s walkout will demonstrate that this is not a one-time event that our leaders can ignore, We will not return to silence, we will not be placated by the same processes that led us to this point. This is the beginning of an enduring movement in favour of better labour conditions for all employees, especially women, in particular women of colour and transgender women, nonbinary people and other marginalised groups.”

The lawsuit and subsequent stance taken by the firm’s employees has been met with support from those across the industry, including the global non-profit organisation, Women in Games, a group dedicated to promoting equality and parity for women and girls in games and esports.

CEO Marie-Claire Isaaman said in the group’s own statement: “International, widespread news of the growing furore mounting around Activision Blizzard, stemming from allegations reported across the media about a Californian Department of Fair Employment and Housing (DFEH) lawsuit, and the subsequent response from the company, shine a harsh spotlight on a culture that Women in Games is actively working to reform.

“All of the media coverage points to a work culture gone badly wrong – harming women through discrimination and harassment – issues that are horribly familiar.

“Perhaps what is genuinely new, is that the world, connected as it is now by global movements such as MeToo and Black Lives Matter, as well as the continuing global disaster of the COVID-19 pandemic, is more equipped and ready to vociferously reject such a culture.

“In addition, we are seeing high level efforts from The UN through its sustainable goals, the EU with its strategy for weaving gender equality through all of its policies, and the UK’s presidency of the G7, integrating gender equality into all of its strategies – all demonstrate support for radical change.

“Women in Games brings its proactive support to both the popular demand for change and the wider political will that provide a more formal backdrop. As an organisation we are actively engaged in a range of initiatives and activities to counter discrimination, harassment and inequality for women in the workplace and in online spaces.

“The problems that confront women, whether they are players or makers of games are not history, and are not news, and Women in Games is proud to highlight our ongoing initiatives to achieve change.”

The video games space has been forced to confront its difficult relationship with discrimination in recent history, and since 2018, Women in Games has worked with Jenny McBean, director of research at the market research company Bryter, to better understand the severity, and persistence of online harassment.

Toxicity directed at female gamers is taking on an increasingly sexual nature in 2021 and one in five say that such toxicity makes them not want to play again. Almost half of gamers in the US and UK feel there is a lack of female representation in streaming, but toxicity discourages them from streaming themselves.

A talk on the detailed findings of this research will be presented by Jenny McBean at the forthcoming Women in Games Conference, which takes place on September 15th and 16th as a virtual event, alongside a host of other initiatives central to tackling real world problems.