The Five Mile Press to launch Dumb Ways to Die books and stationery

"Dumb Ways to Die has made the leap to become a long term franchise," said Evolution's Travis J. Rutherford.
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Australian publisher, The Five Mile Press, has signed a deal to become the global publishing partner (excluding the U.S. and Canada) for Dumb Ways to Die.

The firm is now developing a line of storybooks, activity books, novelty books and stationery products set to hit shelves at the start of 2015.

The new deal coincides with the recent launch of the Dumb Ways to Die 2: The Games app, which propelled the brand to over 100 million downloads across the two apps.

Dumb Ways to Die was originally conceived as a public train safety campaign for Metro Trains Melbourne, but the three minute animated music video became a global viral success leading to the development of a multi-category worldwide licensing and retail campaign, spearheaded by Evolution.

“The creation of ‘entertainment’ instead of ‘advertising’ in this campaign to be safe around trains has smartly evolved into an engaging character and digital media brand that is continually attracting new fans of all ages,” said Travis J. Rutherford, president of licensing and retail at Evolution. 

“In response to research Metro is developing a dynamic line of licensed merchandise to serve the exploding demand for the millions of fans around the world.

"Initially retailers and licensees were somewhat skeptical, but now with the hugely successful launch of the second game, and millions of fans constantly consuming the short-form animation, along with consumer demand for licensed products, Dumb Ways to Die has made the leap to become a long term franchise.”

Elsewhere, Metro Trains Melbourne will launch a dedicated e-commerce store featuring a new line of Dumb Ways to Die products in early 2015.

Categories that the brand is involved with now includes publishing, apparel, accessories, posters and paper goods, plush, novelties, first aid and safety products and social messaging apps.

Check out the original Dumb Ways to Die video below:

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