In the week of Brand Licensing Europe, Christopher Dring discusses the sudden explosion in video game merchandise
IF LAST week’s Angry Birds Star Warsannouncement is any indication, then the world of video game licensing has never been healthier.
One of the biggest names in games has teamed up with one of the biggest licences in
entertainment to form a new line of products. We’ve got Angry Birds Star Warsclothes, plus toys, action figures… even a Jenga spin-off. The Birds are just one of many toy lines that are currently adorning retailers from GAME to Tesco to Waterstones. There’s Rabbids Meccano, remote control Mario Karts, even HaloMega Bloks “Licensing from video games is one of the biggest trends in the sector to-date,” says Licensing.biz editor Samantha Loveday. “Toy brands are increasingly looking beyond their usual areas for licences, and gaming brands such as Halo, Mario, Sonic the
Any game needs to enhance its footprint. Not just digitally, but in other environments as well.
“ Simon Kay, AT New Media
Hedgehog, Moshi Monstersand Angry Birdshave been key attractions to toy firms.”
RETAIL POWER
The explosion in licensed video games merchandise is good news for the specialist. As an increasing number of titles move online, stores are looking for alternative products to stock.
It means digital-only games –
such as Angry Birds– are no longer the enemy of the High Street. Because the number of spin-off products makes up for the lack of a physical game.
“The games business has come of age and has matured incredibly in recent years,” says Simon Kay, CEO of video game licensing specialists AT New Media. “Any game needs to enhance its footprint. Not just digitally, but in other environments too. Angry Birdsis the classic example of this.
OK, it was in the right place at the right time on numerous fronts, but it has done it and continue to evolve the franchise.
“Merchandising directly is one
angle to get new awareness and customers, but dual licensing is another. Connecting to another brand can bring wider audiences too.” However, Kay feels these products are not currently getting the space in retail they deserve, at least not yet.
“One thing they don’t get is the reaction they deserve and get the penetration they need at retail. That however will improve over the coming years as the market for merchandising around games matures.
BRAND LICENSING EUROPE This week saw entertainment giants descend upon London Olympia to discover which brands