62-63_LSB 2020 Tinderbox_muk.qxp_NEW LSB 2008 GRID 02/07/2020 14:17 Page 62
IN CONVERSATION WITH… TINDERBOX
The specialist Tinderbox division of Beanstalk enjoyed a record breaking 2019 and, with thousands more people discovering gaming during lockdown, the company sees an opportunity for retail to build on the momentum. LSB checks in with head of Tinderbox, Dave Tovey, to find out more.
Box fresh
Tinderbox is certainly in a prime position to activate this. The division enjoyed its biggest year yet in 2019. It successfully launched Xbox merchandise in speciality channels and this year will see it expand into multiple categories and mass retail for the first time – thanks to the scheduled release of new console Xbox Series X, momentum for the brand has never been stronger, says Dave. Legendary Xbox franchise, Halo, also returns in 2020, with the release of Halo Infinite across the lready one of the fastest entire family of Xbox devices. Tinderbox is planning growing areas of licensed a licensing programme to support the game release merchandise, the from autumn/winter. Activision’s Call of Duty amount of people which have Above: Dave Tovey, director, brand development, franchise also continues to go from strength to discovered, re-discovered or head of Tinderbox. strength. Dave comments: “To coincide with the further developed their love for Top: Xbox merchandise was successfully launched in launch of Call of Duty: Modern Warfare last year, games – console, PC, mobile or speciality channels in 2019 with this year bringing an we established successful fashion partners and esports – during the enforced expansion into multiple activations across high-end and mass retail stay at home period, mean there categories and mass retail. channels, with DRKN and Fashion UK. In 2020 we is now a big opportunity in the space. have built upon this success, expanding Call of Duty “With millions more people discovering gaming, consumer products into further categories and we see this an opportunity for retail to build upon retail channels across the UK and Europe.” their current gaming success, to expand across Across the rest of its portfolio, Tinderbox has categories and into a deeper range of video game found success for titles such as Sea of Thieves, Ori IP,” Dave Tovey, director, brand development, head and Banjo-Kazooie by partnering with pop culture of Tinderbox, tells LSB. or collectable licensees. “As consumers look for ways to stay socially connected, gaming is more important than ever,” says Dave. “The business has certainly not been immune to the COVID-19 fallout and we have had to adapt to the ever-changing developments, however it feels like there is now light at the end of the tunnel with retail re-opening.” Dave continues: “When the high street Inset: DRKN was one of the fashion was in lockdown, we also increasingly partners and activations secured looked to ecommerce and print on
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for Call of Duty: Modern Warfare.
LICENSING SOURCE BOOK EUROPE 2020