ITV snaps up Cut the Rope

Firm becomes licensing agent across all countries in the EU for hit game.
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Cut the Rope is the latest digital brand to make the move into the physical world of licensing, with ITV Studios Global Entertainment becoming the agent in Europe.

The game, developed by ZeptoLab, was released for iOS in October 2010 and became the fastest selling game ever in the Apple app store. Android and other platforms followed, along with a sequel, Cut the Rope: Experiments.

The first phase of the licensing campaign will target the games' core fans of between eight and 24, and will focus on apparel, gifting, publishing and mobile and games accessories.

A second phase will then follow, targeting younger players. A marketing and PR campaign is also planned across digital, visual and print media.

"The incredible popularity of both Cut the Rope and Om Nom has made a licensing campaign an obvious next step," said Tanya Haider, head of licensing and merchandising for ZeptoLab. "We are thrilled to have a major name like ITV on board for the crucially important European market, and look forward to working with them to build on the phenomenal success of the brand so far."

Jean-Philippe Randisi, EVP consumer products at ITV, added: "Digital properties are already a strong part of the licensing landscape. I strongly believe that Cut the Rope, a digital brand that resonates with children and adults alike, has vast potential as a licensed property."


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