Retail Monster joins Borderlands consumer products push ahead of new game release

Retail Monster has climbed aboard a growing consumer products programme for the popular video gaming franchise, Borderlands is it prepares to bolster its partner line-up ahead of the release of Borderlands 3 later this year.

Retail Monster will act as licensing agent alongside Gearbox Software and 2K to support the retail and consumer products strategy for the venerated franchise with a multi-category programme that will span toys and collectables, apparel, home goods and more.

Video game accessories, publishing and seasonal costumes will also be a focus, alongside cosplay accessories that tap into the growing market for cosplay fans.

“This is the largest roster of licensed products for a brand in both Gearbox’s and 2K’s history,” said Sean Haran, vice president of business development for Gearbox Software. “We’re always looking to continue to build upon the Borderlands franchise, this list of great partners is just the beginning of what’s to come.”

Erica Hollinshead Stead, director of licensing for Gearbox Software, added: “For all of us at Gearbox, this year is all about Borderlands. Our game development team crafts every aspect of the game with love and attention – from the distinctive hand-inked art to the stories of our characters.

“We are very excited to have found partners who are dedicated to creating products with just as much passion, creativity, and attention to detail.”

Taking on the toys and collectables roll-out, Gearworks has already secured Chronicle Collectables, CMD, The Coop, Funko, Mattel, and McFarlane Toys. Meanwhile, Bioworld, Changes, Concept One, Level Up Wear, and Volante Designs have apparel and accessories covered, while Just Funky and GB Eye are across home goods.

Exquisite Gaming Products, KontrolFreek, and Performance Designed Products have videogame accessories, Insights Editions has publishing, Spirit Halloween has seasonal, and Entertainment Retail Enterprises has e-commerce.

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