62-63_LSB 2020 Tinderbox_muk.qxp_NEW LSB 2008 GRID 02/07/2020 14:18 Page 63
IN CONVERSATION WITH… TINDERBOX
demand platforms. We see Tinderbox: Need to know a great growth opportunity Tinderbox is a specialist division at Beanstalk, here in the future.” focused on brand representation for video games, esports, new media and the digital Moving forward, there are entertainment space. It manages some of the plans for a host of new biggest gaming franchises in the world including Call of Duty, Xbox, Halo, Crash products and activations, Bandicoot, Spyro the Dragon, Sea of Thieves, Banjo-Kazooie, Ori and ESL. Dave explains: “Across the With dedicated teams across London, New York and other key international territories, Tinderbox was created over five years ago in response to the increasing Activision portfolio, building popularity of gaming. 2019 was the biggest year yet for the division, securing first on the huge success of Call class consumer products programmes and retail activations across its clients. of Duty and Crash “Through our long-term partnerships, we have demonstrated how to successfully take video game franchises to retail, delivering product to mass and hardcore fan Bandicoot consumer accounts,” says Dave. products in 2019, we have been able to expand these brands into further categories such as gaming chairs, gifting and collectables with product coming later this year. “From the summer onwards, the Microsoft focus will be on supporting the new Xbox console and Halo Infinite. Outside of traditional retail, we have also focused on ecommerce platforms as Inset: ESL is a trusted brand in the esports world. our partners often have a passionate fanbase who they consumers will be made aware of the products.” can directly communicate with via social media or Like all of us, Dave and the Tinderbox team are through the game itself. A great example of this is looking forward to once again catching up face to with our client Rare - the iconic Xbox game studio is face with industry colleagues, clients and new home to some of the most popular video game partners. He concludes: “2020 has bought many franchises, and by working with The Hut Group we challenges to the industry which we are working launched a dedicated branded store giving fans the through chance to get their hands together. on exclusive or limited Although, with edition product.” the sudden Tinderbox has also been shift in working with the world’s consumer biggest esports league, habits you can ESL, since 2018 and is already see working hard on securing that lockdown partners across consumer has accelerated electronics, peripherals, retailers’ publishing and Inset: The Hut Group launched a dedicated branded store for Rare, giving ecommerce fashion/collaborations. fans the chance to get hold of exclusive or limited edition product. plans or given During the pandemic, a platform for licensees with D2C business to drive Dave admits that Tinderbox has been fortunate to sales here. work with brands such as Xbox and Halo that “This will open up wider distribution channels for have a clear focus on the fourth quarter. “While the industry with potential growth and Tinderbox are dwell-time will be a reduced focus for retail, we already exploring these new platforms through the are confident that, through marketing activity power of our client’s brands.” from the brands and from the retailers, LICENSING SOURCE BOOK EUROPE 2020
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