Publishers still don’t see video games as entertainment brands, says former Ubisoft exec

Former Ubisoft licensing head Rob Stevenson believes games publishers and retailers still do not view video games as entertainment brands.

Stevenson, who has just launched his Huge Crate merchandise business, has told MCV that the UK can learn from its US cousins if it wants to build a sizeable video games merchandise market.

“An education job has to be done by the industry to explain the value of gaming," said Stevenson.

"There’s still an old school perception of what a game actually is, they don’t see it as a brand, they just see it as a game. Whereas Star Wars they would see as a brand. Specialist retailers are very much learning about the opportunity of merchandise.”

Head to’s sister title, MCV, to read the full story.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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