First licensees for Worms confirmed

Gaya Entertainment and IGS Corporation come on board for initial merchandising push.
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The licensing programme for classic video games property Worms is up and running, with brand owner Team 17 confirming two partners are now on board.

Gaya Entertainment and IGS Corporation will roll out initial items including large plush and squeezies, through to beanies, keyrings and ceramic mugs.

Additional deals are due to be revealed shortly covering further plush, plus toy and collectible product categories.

"We are so thrilled with the response to this opportunity and in a competitive market," said Simon Kay, business development director at licensing agency, AT New Media. "However, once you get immersed in the world of Worms, merchandise licensees begin to see the vast potential and also the points of diffrentiation that make it a great option with all the core elements for merchandising and longevity fully present."

Alan Perrie, head of global marketing at Team 17, added: "Even the weapons have more personality than some video game characters, with classics like the Super Sheep, Concrete Donkey and Banana Bomb. We, like many others, can't wait to get our hands on the first plush products."


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