Cuphead's new UK partners are 'just the start for brand's global growth'

Allsorts Licensing has secured a swathe of UK partners for the brand it believes "will attract fans for years to come."
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King Features and Allsorts Licensing have detailed the first round of international deals for the hit Studio MDHR gaming property, Cuphead in what has been called "just the start of the brand's global growth."

Protagonists Cuphead and Mugman are taking their adventures global with a raft of new apparel, accessories and art all inspired by the popular video game. The deals were brokered by the UK’s own Allsorts Licensing.

Insert Coin has climbed aboard to debut a line of t-shirts, sweatshirts and hats that will be available worldwide. The firm has a long history with producing stylish video game inspired apparel.

Meanwhile, trademark Products is releasing outerwear, hats and t-shirts across the UK and Ireland, while GB Eye is launching Cuphead posters, framed prints, mugs, badge sets and card holders across the European territories.

Building on a successful merchandising programme in the US, these new international partners are said to be ‘just the start,’ for the brand , as Cuphead continues its global growth as a brand. Current US partners include Funko, Accutime, Fifth Sun, Dark Horse Comics, Underboss and Just Funky.

“Since its launch last fall, we have seen demand for Cuphead explode as the property has become a true international sensation,” said Carla Silva, VP and GM, global head of licensing for King Features.

“With the new DLC pack launching next year, the game’s fanbase will only continue to grow and we are excited to bring fans around the world new ways to showcase their love for Cuphead and Mugman.”

John McInnerny, UK agent at Allsorts Licensing, added: “Cuphead is a game with refreshing content and a distinctive look which will attract fans for years to come. This is going to be an exciting journey and we anticipate many others will want to get o board.”

Cuphead continues to be red hot, with over three million sales to date and multiple award wins including Annie Awards for Outstanding Achievement for Character Animation in a Video Game and Special Achievement, a BAFTA Games award for Best Music and three wins at The Game Awards for Best Art Direction, Best Debut Game and Best Independent Game.


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