Evolution Europe has signed up GB eye to produce a range of print products and accessories for its Dumb Ways To Die property.
GB eye will roll out branded posters, prints, canvas wall art, framed photographs, badges, temporary tattoos, stickers, fridge magnets, mugs and bracelets. The range will hit retail from the summer.
"We’re very happy to add GB eye to our growing list of partners for Dumb Ways To Die," said Natasha Dyson, VP licensing at Evolution Europe. "They will produce a range of cute pocket money products to appeal to our core tween and teen consumer."
Max Arguile, licensing manager at GB eye, added: "With its edgy humour, this brand should fit right into GB’s portfolio.
"GB eye provides everything that 11-21 year olds need for their bedroom walls and is now expanding into merchandise and accessories. Aside from the best in music, TV, film, sport and video gaming, GB also offers the best of licensing from the internet, which is why GB is so excited about working with Dumb Ways To Die."
Dumb Ways To Die began as a public service announcement for Metro Trains Melbourne – premiering as a public safety announcement on YouTube in November 2012. To date it has garnered over 74 million views on YouTube alone – with the Valentine’s version delivering over ten million viewes on YouTube in one month.
The app has over 2.2 million daily active users, has over 50 million global downloads and is currently the number one overall format game in over 19 countries.