Character Options has been named toy partner for Plants vs Zombies in the UK.
The deal, struck by Bulldog Licensing, will see Character distribute the range of licensed plush and plastic toys from Jazwares in the UK. This is "already taking the US by storm".
Plants vs Zombies is the fun zombie app game from PopCap Games, which is part of publisher Electronic Arts (EA). It's been downloaded over 120 million times across various platforms worldwide.
"Cross-category product sales are strong in the US right across major retailers and across a wide demographic with the core support coming from boys aged six-plus," read a statement.
"Demand for the brand is high across the UK with leading retailers looking to support a wide range of product."
This includes the toy lines, bedding from Character World, publishing from Penguin and game accessories from A4T. More announcements will be made soon in multiple product categories.
"PvZ is a fantastic brand – it has great characters, humour, scalability and incredible reach," said Rob Corney, MD of Bulldog Licensing.
"It is one of the biggest and fastest-growing gaming brands in the world and translates seamlessly into the licensing world, providing our licensees and retailers with a huge commercial opportunity."
Character Options’ Marketing Director Jerry Healy added: "Plants vs Zombies has a huge and passionate fanbase.
“Bringing a product line to market which is based on one of the world’s most popular gaming brands is hugely exciting and looking at the growth plans behind the property, we think this is a sure-fire hit.”
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