76-77-79 SOTN Gaming LSB 2020_muk.qxp_NEW LSB 2008 GRID 22/09/2020 19:33 Page 77
STATE OF THE NATION: GAMING
Left: League of Legends is the most played PC game in the world. Right: There will be four special trading cards launching in GAME.
A Legendary deal Spin Master has secured a multi-year agreement to become the global master toy licensee for Riot Games’ League of Legends. The company will develop products including action figures, play-sets and role-play items, hitting retail from autumn 2021. The deal was brokered by CAA-GBG, the global licensing representative for Riot Games. “Spin Master is the perfect partner for the League of Legends franchise and together we have the opportunity to enhance our champions and their stories giving players the opportunity to go even deeper into the League of Legends universe,” said Christian Bayley, director, brand management for consumer products at Riot Games. Now entering its second decade, League of Legends is a team-based, multiplayer online strategy game where two teams of five champions face off to conquer the other’s base. Players can choose from over 150 champions to make epic plays and take down towers as they battle to victory.
GB eye marks gaming success
GAME’s Pokémon exclusives Video games retailer GAME has launched a global Pokémon exclusive across its stores in England. Four special Pokémon England Futsal trading cards have launched alongside free Futsal-themed promo card holders. The first card available is a special Eevee England Futsal card. In addition, fans also have the chance to get their hands on a fifth special card – the Pikachu England Futsal Promo Card – by registering their club for The FA Pokémon Youth Futsal Programme. The five special Pokémon England Futsal trading cards mark the brand’s partnership with the England Football Association to promote Youth Futsal and encourage participation in the version of football. Fans will be able to pick up the super rare cards exclusively online with selected bundles and throughout English stores when they spend £15 on a Pokémon Trading Card Game product. Below: The Pokémon Eevee gift box has strong retailer listings secured for Q4.
GB eye has enjoyed strong sales of its video games properties across the summer, as the high number of people turning to gaming during lockdown also translated into demand for consumer products. The licensee represents key brands including Fortnite, Pokémon, PlayStation, Minecraft, Fallout and Apex Legends. It enjoyed good demand across The Last of Us II – which launched in June – while it believes its portfolio promises to be more prominent than ever at retail in Q4 thanks to highly anticipated releases for Assassin’s Creed and Cyberpunk in November, as well as a new Pokémon app. “Being one of the first to market with related products many years ago, we have witnessed the rapid growth of gaming merchandise first hand,” Ben Woodman, commercial manager at GB eye, told LSB. “As this industry has grown so has the appetite for brands across our range of posters, wall art, drinkware and gifting. “This year, our unique Q4 gift box range will include more gaming skus than ever before, providing the perfect gift for the new generation of gamers.” Looking to 2021, GB eye will also be supporting the 25th anniversary of Pokémon with a specific range of #25 products. LICENSING SOURCE BOOK EUROPE 2020
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