Spin Master lands global master toy deal for Riot Games’ League of Legends

Spin Master has signed a multi-year agreement to become the global master toy partner for Riot Games’ League of Legends, the most-played PC game globally at the moment. The international toymaker will develop products including action figures, play-sets, and role play items.

The range is scheduled to land on shelves in autumn next year.

Entering its second decade, League of Legends is a team-based, multiplayer online strategy game in which two teams of five powerful champions face off to conquer the other’s base. Players choose from over 150 champions to make epic plays and take down towers as they battle their way to victory.

“Spin Master is excited to collaborate with Riot Games to bring innovation and meticulous attention to detail to the rich characters and unique worlds in League of Legends,” said John Blaney, Spin Master’s senior vice president of licensing. “Our League of Legends lineup will appeal to fans of all ages, delivering high-quality products on the cutting edge.

“We look forward to delivering enhanced collectability and unique play experiences for the massive global League of Legends fan base both on and offline.”

Christian Bayley, director, brand management for consumer products at Riot Games, added: “Spin Master is the perfect partner for the League of Legends franchise and together we have the opportunity to enhance our champions and their stories giving players the opportunity to go even deeper into the League of Legends universe.”

The agreement was brokered by CAA-GBG, the global licensing representative for Riot Games.

“We are excited to have brought together two power houses in gaming and toys. Spin Master’s passion for the League of Legends IP stood out as a key differentiator, and we are excited to go on this journey with Spin Master and Riot Games,” added Robert Schwartz, vice president of sales and new business development, CAA-GBG.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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