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Activision unveils ‘all-new’ presence at Licensing Expo

Newly formed Activision Blizzard Consumer Products Group has made its debut at the show.

The newly formed Activision Blizzard Consumer Products Group has made its debut at Licensing Expo, hosting a raft of big name franchises from across the Activision, Blizzard and King divisions.

Building on the success of existing consumer products businesses, the new Activision Blizzard Consumer Products Group will aim to provide more strength at retail, generating more engagement opportunities for the company’s community of 430 million players in 196 countries who spent 40 billion hours playing its games last year.

“Activision Blizzard has evolved from launching video games to building long-lasting, trans-media entertainment franchises that drive engagement,” said Tim Kilpin, ceo and president of Activision Blizzard Consumer Products Group.

“The recently formed Activision Blizzard Consumer Products Group is poised to leverage our powerhouses such as Blizzard’s Overwatch and Activision’s Call of Duty in new ways, especially as our esports business continues to grow.

“We’re looking to give our fans new ways to play, display, wear and live the brands they love.”

Activision is showcasing opportunities around major franchises including Call of Duty, Bungie’s Destiny, Skylanders – which has just had a third season of Skylanders Academy ordered by Netflix – and the retro 1990’s Crash Bandicoot.

Meanwhile, from the Blizzard Entertainment side, Overwatch – which has won more than 100 Game of the Year awards and reached more than 30 million players globally – is being showcased, with the company looking to expand the merchandising programme to create additional touchpoints.

The World of Warcraft franchise also forms a key part of the Licensing Expo presence.

Finally, King is continuing to build on the Candy Crush property. This summer will see the launch of a live action TV game show, hosted by Mario Lopez on CBS prime time.

Activision Blizzard Consumer Products Group is on booth U202 at Licensing Expo.

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