VEGAS 2013: Halo maker's new game Destiny gets licensing programme

Activision will launch a "focused merchandising programme" with Bungie in 2014.
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Upcoming video game Destiny, made by the developers of hit franchise Halo, is getting its own licensing programme.

Game publisher Activision and developer Bungie will launch a "focused merchandising programme" in 2014 to support the game's release.

"The programme will expand as the franchise establishes itself in the marketplace," read a statement.

Destiny will launch in 2014 on Xbox 360, PS3 and upcoming next-gen game consoles Xbox One and PS4.

The news comes as Activision reveals its licensing plans at the 2013 Licensing Expo in Las Vegas. It has more than 150 licensing partners.

Newly signed licensees who will support the Skylanders franchise include American Greetings with party goods and greeting cards; consumer electronic products by KIDdesigns; athletic shoes and slippers by Cortina Leomil Group; a Skylanders-themed Monopoly game by USAopoly; and Skylanders-branded personal care items and novelty stationery by MZBerger.

This year, Activision also began expanding its licensing reach for its record-setting Call of Duty video game shooter franchise in Europe and Australia. It is focusong on categories such as apparel, gaming headsets and mobile and electronic accessories, and includes partners like Turtle Beach, BioWorld, PowerA and Brady Games.

“Our licensing strategy is focused on partnering with industry leaders and category experts who will align well with our games’ demographics and deliver meaningful brand extensions,” said Ashley Maidy, Vice President of Global Licensing & Partnerships for Activision.

“Deeper integration at retail is a key element of our expansion plans. Licensing has allowed us to secure space outside of the video game aisle, providing our fans with multiple touch points for consumer interactions. Additionally, the programmes have garnered space in non-traditional gaming retailers like WH Smith and Smyths in Europe. Overall, this holiday we are increasing our retail space by more than one third over last year.”

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