Picture: MGM/Netflix

MGM powers up Vikings: Valhalla licensing programme following successful Netflix debut

On the heels of the recent Netflix series debut of Vikings: Valhalla, MGM is building momentum for the legendary brand with an action-packed licensing programme spanning all merchandise categories. 

Following on from the immense success of Vikings, which transported viewers to the world of Viking warrior Ragnar Lothbrok, and garnered an incredible 625 million cumulative views across its six seasons and 89 episodes, MGM Television’s Vikings: Valhalla is the newest chapter to thrill the franchise’s army of fans.

Set 100 years after the original series, it dramatically tells the stories of the most famous Vikings who ever lived: Leif Erikson and his sister Freydis, Harald Hardrada and Norman King William the Conqueror. Vikings: Valhalla Season One premiered on February 25 and ranks #1 on the Netflix Top 10 for the week of 2/28 with 113.38M hours viewed, making the Top 10 in 90 countries. The series garnered 80.5M hours viewed during its first two days the week prior, bringing it to an impressive 194M hours viewed in its first nine days.

For the original Vikings, MGM created a global licensing programme featuring more than 30 licensees across apparel, collectibles, publishing, novelty, and gaming. Now, MGM is building an expansive licensing programme for Vikings: Valhalla, with an extensive list of partners already signed on for the journey.

New products, available in the US and Europe, span all categories  and include apparel and accessories from Hot Topic, C&A Modas, Marketing Licensed Products, Hybris Productions, TatooedNow!, Nastrovje and Ecell Global. Viking-inspired costumes are also available from Fungilobal Development, along with collectibles, toys/games and decor from GB Eye and Winning Moves International.

These products are all designed with colours and styles specific to each Viking “clan,” making it a true Viking experience for fans of the hit series. MGM is also planning to expand Vikings: Valhalla’s international presence with new partners in South America and Brazil.

Robert Marick, Executive Vice President of Global Consumer Products and Experiences at MGM, says: “The franchise has such a dedicated fan base and we look forward to expanding our licensing programme to create exciting new products that allow people to unleash their inner Viking.”


About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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