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Alpha Group rides in as Subway Surfers master toy

Company to create figures, vehicles, role-play and more based on SYBO Games brand.

SYBO Games is celebrating Subway Surfers’ seventh birthday and 2.5 billion downloads by revealing that Alpha Group is on board as global master toy partner.

The company has worldwide rights to manufacture and market figures, vehicles, remote control toys, plush, electronic toys, smart toy games, role-play, dress-up and accessories, consumer electronics, novelties, activity and seasonal products based on the hit mobile game.

The first products are expected to hit shelves in 2020.

“We’re thrilled Alpha Group is the official toy partner,” said Naz Amarchi-Cuevas, chief commercial officer at SYBO Games. “The company has a proven record in bringing amazing and innovative products to market; and most importantly they fully understand the culture, ethos and pillars that embody the SUBSURF lifestyle.”

Brehan Maul, general manager North America and head of marketing for Alpha Group, added: “The vision SYBO has for Subway Surfers beyond the phenomenal success of the game is incredibly exciting.

“As the master global toy partner, we’re excited to do our part and deliver a wide array of inspired consumer products that express the authentic street-smart, edgy youth culture, skate, music and dance influence the property’s loyal fans demand.”

SYBO has signed ten licensing agents to cover more than 30 territories around the world including Retail Monster US which helped to broker the deal. Other agents covering Latin America, the UK, Europe, India and Russia will be announcing additional partnerships in various categories in the next few weeks.

Subway Surfers was the second most downloaded mobile game of 2018, the first and only game to cross one billion downloads, the most downloaded game ever in Google Play’s ten-year history and the most downloaded endless runner game in the App Store’s history.

Meanwhile, Subway Surfers: The Animated Series premiered last year and is currently on SYBO.TV. A long-form series is slated for the near future.

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