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Edible controllers and King-sized bedding: How the Xbox brand is connecting with licensing

How Tinderbox is enjoying success by moving the brand into new categories such as bedding and food.

The Xbox licensing programme is continuing to surprise fans by moving into new categories – with the increase in consumer touchpoints and high levels of product quality has proved a success for the brand and licensees alike.

Xbox has continued to make waves in the gaming industry since the launch of the original Xbox console nearly 20 years ago. The latest generation consoles are always highly anticipated, while new ways to play, including Xbox Game Pass, have undeniably contributed to making the industry what it is today.

Building on the success of Xbox’s recent apparel collections in retailers such as Primark and C&A, Xbox has further extended the brand into new categories, including baked goods and home interiors among others, in order to reach fans on a wider scale and offer a deeper connection with the gaming giant.

Tinderbox – the digital media division of Beanstalk and Xbox’s brand licensing agency for Europe – is working with the brand to create successful partnerships and products that align with the brand extension goals and take Xbox into new distribution channels.

The Xbox celebration cake from Finsbury Foods launched in September 2020.
The Xbox celebration cake from Finsbury Foods launched in September 2020.

In September 2020, Finsbury Food Group launched an Xbox controller celebration cake in supermarkets across the UK which has proven popular with Xbox fans.

Daryl Newlands, head of brands and marketing at Finsbury Food Group, said: “From launch, the Xbox celebration cake has been a real success, both from the consumer feedback we have received but also the product rate of sale we are seeing at store.

“It is now the number one selling celebration cake within the category, as the product appeals to the wide age demographic of Xbox gamers, and is the perfect centrepiece for a wide range of celebrations.”

2021 has already seen success for the Xbox licensing programme with the release of Xbox bedding, a result of a partnership between Xbox and Dreamtex. The bedding launched in both Asda and Next, in-store and online, seeing great success for both retailers.

Xbox bedding from Dreamtex has launched in both Asda and Next.
Xbox bedding from Dreamtex has launched in both Asda and Next.

“Xbox has just been launched as part of a gaming merchandise promotion across many of our stores,” commented Ed Teale, senior buying manager – housewares and small domestic appliances of Asda. “The Xbox designs have proved very successful, and we have had to reforecast to ensure that there was enough stock to cover demand, as the range currently features designs for all gamers.”

Steph Humes, buyer at Next, added: “Xbox has proved a huge success since the launch and I have plans to extend the range for autumn 2021. I have worked closely with Dreamtex on the designs, which will only add to the success of the Xbox brand at Next.

Looking further into the year, the Xbox licensing programme will continue to take the brand into new and unexpected categories.

Ben Parker, associate director of brand management at Beanstalk, concluded: “I am thrilled by the success of the Xbox branded products produced by Dreamtex and Finsbury Foods. Both partnerships showcase the broad appeal of the brand and have cemented the brand as a true evergreen at mass retail.”

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