Devolver Digital signs up Merchantwise for Cult of the Lamb in Asia Pacific

Merchantwise has been appointed by Devolver Digital to represent licensing and merchandising opportunities for the hit indie video game Cult of the Lamb across the Asia Pacific region. 

Created by Melbourne and UK-based developer Massive Monster, Cult of the Lamb launched in 2022 and instantly went viral, selling four million copies across the world on platforms including Xbox, PlayStation, Nintendo, PC and Mac.

Cult of the Lamb casts players in the role of a possessed lamb saved from annihilation by an ominous stranger, which must repay its debt by building a loyal following in his name. The game combines ultra-cute graphics with darkly comic themes, appealing to a teen and adult market.

In collaboration with Devolver Digital, Merchantwise will develop fan-focused merchandise and collaborations in categories including fashion, toys and collectables, homewares, gifts and novelties across priority markets including China, Japan, Korea, Southeast Asia, Australia and New Zealand.

“Merchantwise is delighted to be working with Devolver Digital on this brilliant and original new game which originated in our own hometown of Melbourne and has become a global success,” commented Alan Schauder, ceo at Merchantwise Group. “With its kawaii, dark-yet-funny character design, we believe that Cult of the Lamb has all the attributes for success in the world of licensing and consumer products. Our specialist international gaming team led by Philippe Bost can’t wait to get started.”

Fée Heyer, head of global licensing and partnerships at Devolver Digital, continued: “I am very happy to welcome Merchantwise as a key licensing partner for Cult of the Lamb.  The game is a massive hit worldwide with a huge and very loyal fanbase so it’s brilliant to secure international representation for consumer products across APAC through the Merchantwise team.

“They are joining us at an exciting time for Cult of the Lamb’s consumer products programme – we have already secured several exceptional partners and we are looking forward to meeting potential future partners next month at Brand Licensing Europe in London to complement Merchantwise’s activity.”

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