YouTube hit Dumb Ways To Die gets licensing agent

Evolution to develop global consumer products programme based on comedy characters.
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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:

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