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Superclub joins forces with Bundesliga to launch new board game

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Superclub, the football manager board game, today announced it has partnered with the German football league Bundesliga to launch a new official licensed expansion pack, in a deal facilitated by IMG on behalf of Bundesliga International, subsidiary of the DFL Deutsche Fußball Liga.

Set to launch October 2022, the Bundesliga-branded expansion pack will include licensed player cards depicting players from all 18 Bundesliga teams, and also introduce an entirely new way of playing the game by mixing the Bundesliga players with the beloved Superclub characters in the main game. The game can also be played using only Bundesliga players for the most authentic Bundesliga season experience.

“The Bundesliga is easily one of the best football leagues in the world with some of the best world-class players,” says Kjetil Hetlevik Johansen, CEO of Superclub. “We’re looking forward to working with Bundesliga and are excited to collaborate on this new product. Superclub has enjoyed an incredible reception from football fans since it was first launched in English in October 2020. The first licensed club expansions followed a year later, and league expansions are a natural next step.”

Audun Egenberg, Creative Manager of Superclub, says: “Managers can choose whether they want to play a Bundesliga-only game, or if they want to mix the Bundesliga IP with the original Superclub game. Naturally, the main game is being translated into German, but the Bundesliga expansion pack will also be playable in other languages. We can’t wait to share our game with the Bundesliga faithful around the world.”

“We are proud to have connected Bundesliga with a partner who has football expertise and the passion to create a game that allows consumers to play ‘football as it’s meant to be’ and to recreate the amazing Bundesliga atmosphere at home,” says Sven Thierhoff, VP of Licensing at IMG.

IMG will also play an important part of the game development and launch strategy in the months to come.

To find out more about the game, visit www.superclubgame.com.

 

Budweiser strikes snacktastic deal with Humdinger

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Humdinger, the multi-category healthy snack company, has partnered with the King of Beers, Budweiser, to launch three brand-new flavours of peanuts, in a deal brokered by IMG.

Available in all-American flavours including Smokey Texan BBQ, Buffalo Chicken Wings and Flame Grilled Ribs, the crispy-coated peanuts have been crafted to pair perfectly with the leading beer brand. Set to launch from 26 June at select UK supermarkets, prices will range from £1 for a 60g bag to £1.75 for a 150g bag.

Emma Perrett, Marketing Controller at Humdinger, Zertus, says: “We are delighted to join forces with the Budweiser team to bring these products to market. This category has enjoyed strong sales in recent years and the increase in social gatherings and events like the FIFA World Cup coming up, this will no doubt continue. We are hoping to introduce new shoppers to nuts with this iconic brand and these exciting, bold flavours that are the perfect snack to enjoy with an ice-cold Bud.”

Georgia Doe, Senior Brand Manager at Budweiser, says: “We are thrilled to be working with Humdinger to launch our very own crispy-coated flavoured nuts. Expanding into more occasions is hugely important for the brand and these nuts were developed to pair perfectly with the smooth, crisp taste of Budweiser.”

Natalie Horne, Associate Vice President of Licensing at IMG, adds: “We are excited about this new collaboration between the famous Budweiser beer and Humdinger. Combining one of the world’s favourite premium beers with the quality, integrity and sustainability values of Humdinger, we believe shoppers will love this new snack and we are looking forward to its launch next month.”

Budweiser is the official sponsor of the 2022 FIFA World Cup and of the England Football team, and the official beer partner of the Premier League.

Founded in 2001, Humdinger began when a group of ambitious people decided to create their own natural snack company and bought a factory in Hull. Today, they employ more than 200 people in the UK across three sites in the East of England. Now operating as part of Zertus, a German food company, Humdinger is a key part of a family of businesses committed to developing high quality food within growing market niches.

 

24 Hours of Le Mans and The Outlierman team for luxury driving accessories

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The Outlierman, maker of handcrafted luxury driving accessories, has announced a new three-year collaboration with the iconic endurance sportscar race 24 Hours of Le Mans, lasting until 2025, in a deal brokered by IMG.

The Outlierman will design and produce multiple limited-edition capsule licensed collections inspired by the most emblematic moments and symbols of 24 Hours of Le Mans, including luxury driving gloves, ties, pocket squares, silk and cashmere scarves, leather helmet bags, wallets and swim shorts.

24 hours of Le Mans is the world’s oldest active endurance race event and has been running since 1923. Held annually on the Circuit de la Sarthe, this year’s event will take place on Saturday 11 and Sunday 12 June.

Andrea Mazzuca, Founder of The Outlierman, says: “We at The Outlierman are incredibly proud to be partnering with the historic and renowned 24 Hours of Le Mans. This new collaboration fills us with immense pride and marks a huge milestone for the brand.

“Each design we create will be a chapter of a great story to remember and to collect, and will reflect the moments that make the 24 Hours of Le Mans the most unique race in the world and in history. We also can’t wait to be part of the 24 Hours of Le Mans centenary celebrations next year and have big plans in place for the occasion.”

The 24 Hours of Le Mans collections will be designed by The Outlierman’s Bologna-based designers, and crafted by the company’s  master craftspeople in their workshops between Naples and Como.

The 24 Hours of Le Mans license sits alongside The Outlierman’s current and past collaborations, including the likes of Pebble Beach Concours d’Elegance, Pagani and MINI John Cooper Works.

The latest Outlierman products can be found here.

 

YouTube sensation Booba appoints IMG to launch licensed products

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UK animation studio 3D Sparrow Group has appointed IMG to extend Booba, the globally-loved non-dialogue preschool family show following the adventures of a joyful, funny and curious creature called Booba and his friends, through product and brand licensing partnerships.

The agreement will see the licensing agency further expand Booba’s global footprint across wider lifestyle categories for fans of the show to enjoy, including toys, apparel, fast-moving consumer goods, events and promotions.

Booba reached more than 13 billion YouTube views and stands as one of the top-rated kids’ shows on Netflix, since first airing on the digital platform in 2017. The show is also available worldwide on Amazon Prime, as well as through TV broadcasters in more than 45 countries.

Now in its fourth series, the show is loved for the entertaining situations Booba and his friends find themselves in while trying to explore the world around them. In 2021, 3D Sparrow collaborated with Sony Music to premiere the first-ever Booba music video with Avicii.

Oli Bernard, CEO at 3D Sparrow Group, says: “We are really excited to partner with IMG and are confident their expertise will help our digital superstar Booba launch high-quality licensed products with like-minded and best-in-class licensing partners to entertain generations of children. It’s a fantastic time for Booba right now, with season 4 launching in Q4 this year and season 5 planned for a 2023 release. We believe that Booba enables kids to discover the world around them, using their imagination to recreate their own Booba-inspired adventures.”

Sam Barker, Associate Vice President of Licensing at IMG, says: “Booba has become a worldwide phenomenon and is loved by children around the world. We will focus on products that highlight and embody the spirit of the show’s playful and humorous content, which children and other fans of the show enjoy. We can’t wait to bring the Booba world to its millions of followers in engaging new ways.”

Season 4 will be fully available later this year.

For more information on Booba and other licensing opportunities visit https://imglicensing.com/clients/booba/.

 

Life-size Angry Birds game swoops into Electric Gamebox

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Electric Gamebox, the immersive group gaming platform, has announced a partnership with video game developer Rovio Entertainment to launch a lifesize Angry Birds game, in a partnership facilitated by IMG.

The one-of-a-kind gameplay is the first time an Angry Birds game has had multiplayer slingshot enabled. The game will be available to play at all 12 Electric Gamebox locations across the US and UK from June 29, 2022.

Based on the Angry Birds game, the multi-level gameplay will have players competing in teams to destroy digital adversaries with the slingshots on either side of The Gamebox. The hyper-immersive digital experience uses motion tracking sensors worn by players surrounded by touch screens, and offers a collaborative twist on the beloved Angry Birds games and familiar characters with multiplayer action for two to six players in a private Gamebox.

“Rovio’s mission is to craft joy, so being able to bring the iconic Angry Birds game to an in-person, life sized environment is a wonderful opportunity and Electric Gamebox is the perfect partner to do this with,” says Katri Chacona, Director, Brand Licensing at Rovio Entertainment. “Our fans are ready to have yet another way to play a game we all know and love!”

Co-founded by Will Dean, founder of popular obstacle race Tough Mudder, and CFO David Spindler, founder of Tough Mudder Bootcamp, Electric Gamebox delivers hyper-immersive games in interactive digital smart rooms, or ‘Gameboxes’. The Gameboxes can host two to six players for experiences lasting between 15 and 60 minutes. Each gamebox features a range of cutting-edge technologies such as projection mapping, touch screens, patent-pending Lidar and 3D motion tracking as well as surround sound, all without the need for headsets.

Angry Birds joins a growing library of licensed and original IP games created by Electric Gamebox’s in-house studio. Electric Gamebox currently has 12 locations across the US and Europe, with more locations opening in cities around the world by the end of the year.

“We are in the business of using technology to bring people together through shared play. We could not be more excited to revisit the iconic Angry Birds franchise through a totally unique format,” adds Will Dean. “The interactive, competitive yet friendly version of this game will be exciting for long-time and new fans alike.”

For more information on Electric Gamebox, and to purchase tickets to play Angry Birds, visit https://electricgamebox.com/.

PMI Partners with Skydance Animation for “Spellbound” toy, plush and stationery line

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PMI Ltd has announced it has signed a global toy, plush and stationery licensing agreement with Skydance Animation for Spellbound, Apple Original Films and Skydance Animation’s upcoming animated feature film, in a deal brokered by IMG.

Directed by Vicky Jenson (Shrek) and written by Lauren Hynek & Elizabeth Martin (Mulan) and Linda Woolverton (The Lion King, Beauty and the Beast), Spellbound follows a young girl who sets out to break the spell that has divided her kingdom in two. The original score for the film hails from Academy Award-winning composer Alan Menken (The Little Mermaid, Beauty and the Beast, Aladdin, Pochontas), with lyrics by Glenn Slater (Tangled). Chris Montan serves as executive music producer.

PMI’s Spellbound line will feature craft, activity and play sets, 2D and 3D plush, talking plush, plush backpacks, capsule toys, stationery such as stampers, pencil cases, toppers and erasers, keychains, figural torches with light-up functions, and a branded matchify card game.

Luis Fernández, Head of Consumer Products, Skydance, says: “We’re excited to partner with PMI to expand the enchanting world ofSpellbound beyond the screen and look forward to delivering engaging experiences for the consumer with these products.”

Omer Dekel, VP International Sales, PMI Ltd, adds: “We are so excited to be teaming up with Skydance Animation and can’t wait to roll out the fabulous Spellbound line we are designing. It’s going to be an amazing ride for all of us! This partnership is another major achievement for PMI and a huge addition to our broad range of popular branded stationary, collectibles, toys and school supplies.”

 

Queer Eye and Project Makeover team up for mobile app partnership

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Queer Eye fans will now be able to unleash their creativity in an exclusive partnership with Project Makeover, Magic Tavern’s top-downloaded mobile game.

In Queer Eye’s first-ever mobile app partnership, the cast joins Project Makeover’s characters to help them glamorise, accessorise and revamp their clients’ looks by completing puzzles to win coins, mystery boxes, and gems to transform clients into stylish trend-setting mavens.

The partnership, which was facilitated by IMG, will see the Fab Five take over Project Makeover’s “Time Makeover.” Instead of the game’s usual characters, players get to work with the Fab Five through a series of fun tasks throughout the game. Inspired by Queer Eye’s hip tips, emotionally charged makeovers and heartfelt reveals, Project Makeover is more than clothing and makeup – homes and businesses are also part of the transformation fun.

Queer Eye, the nine-time Emmy award-winning television show from Scout Productions debuted in 2018 on Netflix. The series, which boasts hundreds of millions of fans across the globe, follows a team of professionals as they perform transformative life makeovers.

As an AppLovin partner studio, Magic Tavern launched Project Makeover in 2020 and the title shot up to the #1 grossing game in 24 countries and the #1 most downloaded game in 142 countries after leveraging AppLovin’s market-leading software solutions and creative expertise with 67+ million installs.

“For the past five years, fans have seen the Fab Five perform makeovers around the world, and for the first time, they’ll have the opportunity to create their own iconic transformations on Project Makeover,” says David Colins, CEO of Scout Productions Inc. and the creator behind Queer Eye. “We’re thrilled about this partnership with Magic Tavern and can’t wait to see what fans come up with alongside Bobby, Tan, Karamo, Jonathan, and Antoni.”

“We are thrilled to be able to team up with Queer Eye. We wanted the best for the Fab Five – we worked directly with them for their guidance, so that we could ensure that players felt they were interacting with the characters from the show, and we are excited about what we were able to achieve,” adds Mike Chera, Creative Director at Magic Tavern. “We are extremely excited to bring the real-life characters into our game – their appearance and likeness and expressions takes a lot of time and effort to get it absolutely right.”

The Queer Eye partnership and Fab Five appearances will be available to all Project Makeover players starting today for a limited time.

“We know Queer Eye fans are craving for more ways to interact with their favourite makeover team and the Fab Five is always looking for unique opportunities to flex their transformational skills,” says Van Kokeh, VP of Licensing at IMG. “It is a great fit and we are excited to bring Queer Eye into this hit game.”

Project Makeover is free for download in the Apple App Store and Google Play.

 

Laura Ashley taps IMG for global brand expansion

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Iconic brand Laura Ashley has appointed IMG to expand fashion, home and lifestyle products that reflect the British heritage brand in a fresh, modern way in Europe, Australia, New Zealand, China, India and the Middle East.

The multi-year deal will see IMG work with the brand to create new Laura Ashley apparel, footwear, accessories, beauty and homeware items through carefully selected licensing and retail partnerships and collaborations.

In 2021, Laura Ashley successfully relaunched a home collection with its main retail partner NEXT on a dedicated e-commerce platform and in over 50 NEXT stores across the UK.

Carolyn D’Angelo, Managing Director, Brands at Gordon Brothers and President of Laura Ashley, says: “We are excited to be working with IMG to expand the brand globally. Following the success of our spring home collection relaunch and fall fashion collaboration last year, it is clear there is a strong customer appetite for a new wave of Laura Ashley lifestyle products. We look forward to seeing the first designs of our 2023 fashion relaunch spring to life for the brand’s 70th anniversary and for the next generation of Laura Ashley customers.”

Tim Smith, Vice President, IMG, commented: “For almost 70 years, Laura Ashley’s iconic, quality-led designs, prints and patterns have continued to inspire the most coveted styles and fashion trends around the world. We are eager to leverage this rich heritage and the Laura Ashley archive, comprising more than 98,000 pieces of unique artwork, textiles and footage, to develop relevant new fashion and lifestyle products for existing and new fans of the brand.”

For more information on Laura Ashley, visit www.lauraashley.com.

For more information on licensing opportunities in Europe, Australia, New Zealand, China, India and the Middle East, visit www.imglicensing.com.

Lalique Group to create fragrances for Superdry

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Lalique Group has announced a worldwide perfume licensing agreement with global fashion brand Superdry, in a deal brokered by IMG.

Under the terms of the agreement, which will initially run through 2032, Lalique Group will exclusively create and distribute a collection of women’s and men’s perfumes for Superdry, with the first fragrance being launched in spring 2024. Building on Superdry’s reputation within key markets including the UK, US, Europe, and Asia, the fragrance will be distributed and marketed through Lalique Group’s global distribution network.

Founded in the UK in 2003, Superdry has a significant global presence. It operates in over 50 countries with 228 physical stores, around 480 franchisees and licensees, and Superdry’s digital experience superdry.com retailing to over 100 countries worldwide.

Roger von der Weid, CEO of Lalique Group, says: “We are delighted to be Superdry’s exclusive perfume partner. Working with this young, dynamic brand with its distinctive style offers us a great opportunity to further expand our brand portfolio and to increasingly target the young generation as part of our client base.”

Julian Dunkerton, CEO of Superdry, adds: “We’ve got great momentum in our brand and its distinct style choices. These will be complemented by our new Superdry fragrances and I am excited to be partnering with Lalique Group, a premium partner very consistent with our brand. Importantly, our agreement also includes strong commitments on the sustainability of how the fragrances are produced and packaged.”

With the new licence for Superdry fragrances, Lalique Group is expanding its existing perfume portfolio, which includes the brands Lalique Parfums, Brioni, Jaguar Fragrances, Bentley Fragrances, Parfums Grès, and Parfums Samouraï.

FIBA appoints IMG as FIBA Basketball World Cup 2023’s global master licensee

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FIBA, the International Basketball Federation, has appointed IMG, a global leader in sports, events, media and fashion, as global master licensee of the FIBA Basketball World Cup 2023, taking place 25 August – 10 September 2023 in Japan, Indonesia and the Philippines. This is the first time in the history of the competition that multiple countries will host the global tournament, which will feature 32 national teams.

The quadrennial tournament, which is the International Basketball Federation’s flagship men’s event, has grown exponentially since the first event in 1950, with a record 32 national teams (increased from 24) competing in 2019 in host country China, across eight cities, where Spain were crowned champions for the second time.

The multi-year deal will see IMG work with FIBA to develop an extensive range of merchandising products celebrating the FIBA Basketball World Cup 2023. A broad line of products featuring the event logo, its brand identity and marks, the Naismith Trophy, the mascot and the host countries collection will be available for fans in a variety of items, sizes and colours. The programme will include products in key licensing categories such as apparel, toys and games, souvenirs, accessories, stationery, homeware, bags and luggage, and more.

These items will be available on-site at official promotional events in the lead-up to the World Cup and at all five venues hosting the 2023 competition, as well through other promotional and FIBA partner activities during the event. They will also be available at official fan shops and retailers in the Philippines, Japan and Indonesia and via the official online store.

David Crocker, FIBA Basketball World Cup 2023 Executive Director, says: “The Global Master Licensee is an important component in the build-up to the FIBA Basketball World Cup 2023 and the road to the Philippines, Japan and Indonesia. Basketball fans are very passionate, and we want their World Cup experience to be engaging, memorable and exciting, and one they will never forget.”

Bruno Maglione, President of Licensing at IMG, adds: “The FIBA Basketball World Cup is the pinnacle global event of one of the world’s most popular sports. Basketball at the national team level has grown increasingly competitive with an ever-widening number of countries having a realistic chance to win the top prize – generating more passion, excitement and fan engagement. We will capitalise on that, working with FIBA to create an all-encompassing merchandise and retail programme for fans in all three host countries, as well as those tuning in from around the world.”

For more information on licensing opportunities, visit www.imglicensing.com.