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Brawl Stars launches into licensing arena

Supercell is expanding its partnership with WildBrain CPLG to bring Brawl Stars consumer products to millions of fans across the globe.

WildBrain CPLG already represents Supercell’s smash-hit gaming franchise The World of Clash, inclusive of mobile games Clash of Clans and Clash Royale, which have together racked up over 4bn downloads.

WildBrain CPLG will represent global licensing rights (excluding China) for Brawl Stars, and explore consumer product opportunities across toys, apparel, publishing, gifting, collectables, consumables and housewares.

A fast-paced multiplayer mobile game for iOS and Android devices, Brawl Stars launched in 2018 and since then has surpassed over $2bn in lifetime revenue. The game has boomed in 2024, recording its highest ever global player (monthly active users) numbers. Supporting this growth are the game’s social media channels, with over 16m subscribers on the game’s YouTube channel, plus over 19m combined followers across platforms such as Facebook, Instagram, TikTok, X, Discord, Reddit and Twitch.

Building off an early licensing programme for a Brawl Stars IP collaboration that was successful in the Asian and European markets, the new global cross-category consumer products programme will focus on the core gaming style of Brawl Stars.

Andrea Fasulo, head of global licensing, Supercell, said: “Millions of fans are engaging with Brawl Stars every day, and our role is to find new ways to bring the in-game world they love into real life. We are thrilled to expand our partnership with WildBrain CPLG by adding Brawl Stars to their roster, and to work with them to build a licensing programme that gets our players excited and builds the momentum of our growing portfolio of IP.”

Maarten Weck, evp global partnerships and licensing, WildBrain, commented: “Brawl Stars is one of the biggest mobile games in the world and we’re excited to be bringing a huge licensing programme to markets across the globe in partnership with Supercell. With gaming brands in popular demand, powerhouse IPs like The World of Clash and Brawl Stars, where the number of players is growing daily, means they are set for long term consumer products growth.”

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