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Subway Surfers wheeled goods skate into European retail

Global licensing deal brokered by Retail Monster’s US and UK teams expands Sakar International’s rights.

Building on the successful launch of its licensed Subway Surfers range in the US and Canada last year, SYBO Games has now expanded rights worldwide to wheeled goods licensee, Sakar International.

The global licensing deal – brokered by Retail Monster’s US and UK teams – follows the US team’s North American deal between Sakar and SYBO Games’ SubSurf consumer and lifestyle brand. The first product debuted exclusively at Walmart in late 2020.

European consumers will see the arrival of scooters, hoverboards, skateboards, helmets and protective gear inspired by the world’s most downloaded runner game from this autumn.

Aliana will distribute the range in Europe, Spartan for MENA and Hunter Products in Australia and New Zealand.

“We are thrilled to build on the success to date and introduce the Sakar line in Europe,” said Gemma Witts, md of Retail Monster.

Bobby Stewart, head of sales at Sakar International, added: “Subway Surfers DNA fits so perfectly with this category. Given the brand’s inherent global appeal, we are ready to deliver wheeled goods to fans and retailers around the world.”

With well over three billion downloads over its near nine-year history, Subway Surfers continues to top charts and widespread recognition. SYBO Games is currently up for two prestigious accolades: Pocket Gamer Mobile Games’ Best Live Ops award and Licensing International’s Best Brand: Digital. Winners will be announced in July and August, respectively.

Naz Amarchi-Cuevas, chief commercial officer at SYBO, commented: “We knew from the start that Sakar’s wheel-good line matched the SubSurf lifestyle to a T and know its retail success will follow suit across new territories.

“Like the game, it’s now heading on its World Tour.”

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