Independent music merchandiser, Global Merchandising Services has secured a partnership with Tinderbox, the digital division of Beanstalk, to drive the growth of its entertainment and music icons into video game brand partnerships globally.
With a client roster including Iron Maiden, Ozzy Osbourne, Backstreet Boys, Mötley Crüe and more, the new alliance will see Tinderbox assist Global Merchandising Services in bringing icons into the virtual realm through partnering them with leading gaming studios to launch into console and mobile games.
Tinderbox will focus on the growing market of in-game licensing and brand partnerships – servicing the growing demand from gaming studios, brands, personalities and consumers for engaging in-game experiences.
“As the trend in licensing further accelerates to in-game brand partnerships, we are thrilled to be working with Global Merchandising Services to bring their iconic entertainment and music clients to a whole new gaming fanbase,” commented Dave Tovey, head of Tinderbox. “We know that in-game partnerships are an effective way to strengthen connections with players, and in collaboration with Global Merchandising Services, we are uniquely positioned to answer the ever-growing demand for this area of digital licensing.”
Jens Drinkwater, Global’s head of licensing, continued: “We are happy to partner with Beanstalk and further develop our client’s brands within the gaming space. We feel that Beanstalk’s focus and relationships with some of the biggest gaming names will lead to exciting opportunities for all.”
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