YouTube hit Dumb Ways To Die gets licensing agent

Evolution to develop global consumer products programme based on comedy characters.
Author:
Publish date:
Social count:
0
1_dumb-ways-to-die.jpg

A YouTube video that has been viewed almost 50 million times is getting its own licensing programme.

Evolution has been appointed global licensing agent for Dumb Ways To Die from Metro Trains. It will produce a consumer products campaign based on the animated characters that featured in the rail safety public service campaign for Melbourne, Australia's public train service.

The animated Dumb Ways to Die campaign went viral online on YouTube and social media platforms including Facebook, Tumblr, Instagram and SoundCloud.

Evolution will unveil its licensing program for Dumb Ways to Die at this year’s Licensing Expo, which focuses on four target demographic groups - 20 to 30 year old men and women,teenagers, nine to 12 year olds and boys and girls aged six to eight. 

Evolution hopes to send the brand into categories including apparel, accessories, headwear, home, housewares, room décor, tech accessories, stationery, paper and party goods, gift and novelties, plush toys, figures, publishing and health and beauty. 

Dumb Ways to Die will initially be distributed to specialty, department store and mid-tier retailers beginning early 2014.

The announcement was made by Travis J. Rutherford, President of Licensing and Retail Development for Evolution, and Metro General Manager Corporate Relations Leah Waymark.

“Dumb Ways to Die uses humour and endearing animated characters to deliver serious messages about safety which have resonated with millions around the globe,” said Rutherford. 

“We believe the property’s characters and its sweet and delightfully macabre message can be extended to a wide variety of appropriate product lines, capitalising on the growing global popularity of Dumb Ways to Die.” 

Waymark added: “In addition to spreading awareness of being safe around our trains in Melbourne, Dumb Ways to Die quickly captured the attention of millions of people of all ages and from all over the world.”

“We’re excited about the opportunities to expand this clever property beyond our public service campaign and look forward to working with Evolution on realising that goal.”

You can check out the online video here:

Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.

Related

Featured Jobs

Historic Royal Places Job Logo 620 x 349

Licensing Executive

Historic Royal Palaces (HRP) is a successful, high performing organisation built on strong foundations. An independent charity, we manage the Tower of London, Hampton Court Palace, the Banqueting House, Kensington Palace, Kew Palace and Hillsborough Castle in Northern Ireland. We help everyone to explore the story of how monarchs and people have shaped society in some of the greatest palaces ever built.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.