GAMES MERCHANDISE
other media, in the same way as a hit movie or TV series might.” AT New Media’s business development director Simon Kay believes games are being taken more seriously now than before, opening the door for more merchandising opportunities. “Games are ultimately bigger than Hollywood movies in many instances, but for some reason their value has always been seen as lower grade,” he says.
“Merchandising in this space has grown naturally with the acceptance of games as part of everyday life.” This growth is something that clothing firm Level Up Wear has seen first hand. It says demand for its gaming T-shirts increased threefold from 2009 to 2010.
DIGITAL FUTURE
As new gaming platforms continue to grow, so too does new IP and the opportunity for merchandise. This is especially the case with casual online titles and downloadable App Store games such as Angry Birds. With its novel pick-up-and-play nature and a price tag of just 59p,
KEY 2011 MERCHANDISE “
SONIC STATIONERY Sega
This kids range will be stocked by WH Smiths, Debenhams, Morrisons, Tesco and more this summer.
MOSHI MONSTERS PLUSH TOYS Mind Candy
There are talking plush toys, back pack ‘buddies’, stickers, figures, cards and more stocked by retailers.
30 April 22nd 2011
the game has exploded across the casual market, paving the way for a line of plush toys and phone cases. The Pokémon Company also says the rise of digital has expanded the fanbase for the franchise – and its range of merchandise. “Pokémonhas always been about battling, training and trading, regardless of where you live or who
The children’s
merchandise market is more susceptible to ‘trend’ successes. Akihiro Ichimura, Square Enix
you’re playing,” a spokesperson tells MCV. “New features like the Pokémon Global Link or the Pokémon Trading Card Game Online websites make these key components more accessible to Pokémonfans globally. “This creates a global fanbase that, in turn, purchases Pokémon merchandise which can be geared toward any language or nationality.”
Others believe staying creative is
key to quality game merchandise. “Anything is possible so long as game makers continue to be creative and reach new heights of interactivity and relevance,” says Ubisoft’s Marcus. “For instance, our consumer products team will be launching a new high-end range of products for elite fans based on Assassin’s Creed, Child of Edenand Ghost Recon.”
Mind Candy feels it will see more fast moving consumer goods tie-ins and promotions in the future. Garnham believes a bridge between virtual and physical merchandise is part of the future of game merchandising (see ‘Virtual goods’). “Retailers haven’t quite grasped the potential of gaming-based IP as yet but as our figures show, the appetite is there,” says Garnham. “I think we’ll see a closing gap between virtual and real world goods. You’ll be able to get plush of your personalised monster, a poster of your avatar or a book based on your social network. It’s currently too expensive, but the technology is on the way.”
VIRTUAL GOODS
POKÉMON CARDS Nintendo
Based on the Blackand White DS games, this new trading set is an ideal margin maker.
GAMING T-SHIRTS Level Up Wear
Iconic imagery from games such as Dragon Age, Mass Effect and Assassin’s Creed appear on a range of shirts.
RABBIDS PLUSH TOYS Ubisoft
Some of these figures can scream comedic incoherent nonsense just like they do in the popular party games.
DIGITAL GAMES are changing the merchandising business by bridging the gap between physical and virtual goods. For example, most Moshi Monsters toys are accompanied by a promotional code that offers users a virtual gift to use online. Level Up Wear – a firm that produces clothing based on official game licenses such as Assassin’s Creedand Dragon Age– believes this new link will continue to grow. “For retailers, it is a great way to counter the rise of digital sales as clothing is better placed in physical stores,” says MD Dimitri van Eetvelde. “Retailers such as GAME who recently started selling DLC in stores are very interested in giving their customers incentives to buy the content in a physical store instead of downloading it – and bundling with a T-shirt is a very successful way of achieving that.” AT New Media is also focusing on this transition. The firm’s business development director Simon Kay adds: “Bringing retail and virtual goods together is increasingly interesting, especially considering the download nature of many games, and how those products can be supported as codes on merchandise. “We are working on initiatives with GAME and other retailers across Europe to bring
VARIOUS WORMS PRODUCTS Team 17/AT New Media
Goods include Worms- themed candles, alarm clocks, shot glasses and even boxer shorts.
merchandising both on and offline close to games companies.” And with downloadable games
FINAL FANTASY FIGURES Square Enix
The long-running RPG franchise has attracted a huge global fanbase, paving the way for a line of premium figures based on characters from the series.
such as Angry Birdsmaking an impact with physical merchandise at High Street retailers – through plush toys and other merchandise – the relationship between physical and virtual content will only flourish further in years to come.
www.mcvuk.com
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