slithers into licensing (Video Games Month)

This free-to-play browser game has become an unlikely sensation in the games scene, bringing in millions of players worldwide. We sat down with the brand's licensing agent Lisa Berlin Wright to find out more about the game and its moves into licensing.
Publish date:
Social count:
Screen Shot 2017-07-06 at 10.00.01.png

Having started life as a free-to-play browser game which billed itself as a multiplayer variation on the classic game Snake, has gone on to become an unlikely success story, thanks in no small part to its support from YouTube influencers including the likes of PewDiePie. The simple and addictive game is now available on mobiles sitting at over 150 million downloads on Google Play. We sat down with the brand's licensing agent, Lisa Berlin Wright to find out how this brand is slithering into the world of licensed products.

Can you explain the concept of

In you try to become the longest player., competing against other players from around the world.

If your head touches another player, you will explode and then it's game over. But if others run into YOU, then THEY will explode, and you can eat their remains! In, you have a chance to win even if you're tiny. You can swerve in front of a much larger player to defeat them, no matter how big you are! has over 150 million downloads and Google Play named the most irresistible game of 2016. In the first half of 2017 there were over 12 billion plays worldwide.

Can you tell us about your partnership with Just Toys International?

Just Toys International is the licensee for collectables including stickers, tattoos, mini-posters, trading cards and more. The Just Toys International products are about to launch worldwide. Other toy licensees include Bonkers Toys, a new toy company started by toy industry veterans, Bonkers has created plush and plastic blind bag bendable slithers, which have been selling out at retailers in the US such as Target and Wal-Mart. has quickly become a worldwide phenomenon and we are thrilled with the great products from our licensees and the massive retail success.

Lisa Berlin Wright, licensing agent, Slitherio

Are there any other licensing projects in the pipeline you can tell us about?

In the US we have signed licensing partners for apparel, accessories including backpacks, posters, socks, arcade games and more. We are in discussions with many Worldwide partners and looking to sign new licensees in apparel, party goods, school supplies and others. With the fantastic retail sales of Slither licensed merchandise in the US and the tremendous amount of Slither fans in Europe and Asia we are excited about the worldwide possibilities.

What role have influencers played in the success of

Most of the biggest YouTube gamers were early players of Many influencers that play have over 30-40 Million views when they play. 

Anything to add? has quickly become a worldwide phenomenon. We are thrilled with the great products from our licensees and the massive retail success. We are looking forward to adding a few key licensees in other territories. 


Screen Shot 2017-03-14 at 10.12.06.png

Generation Gaming: The rise of video games in licensing

With gaming overtaking film as the largest entertainment industry in the world, there has never been a better time to embrace the cross-generational appeal of licensed video games product. With more game franchises pushing into the toys space, Jack Ridsdale examines why this growing market has not yet cracked the mainstream.

Featured Jobs

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

SanrioJob Logo 620 x 349

Creative Manager

Best known for global icon Hello Kitty, Sanrio has a portfolio of more than 400 characters. We license a unique collection of branded gifts, stationery and fashion accessory items while collaborating with the most respected companies in the world. Our EMEA business coordinates the development licensing throughout Europe, Russia, Middle East, Africa, Asia (for Mr Men), Australia and New Zealand. An exciting, permanent opportunity has come up at our London office to lead our Design team as Creative Manager (m/f)

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.