WildBrain CPLG has partnered with Devolver Digital to represent global gaming phenomenon Fall Guys in Asia.
Under the new partnership, WildBrain CPLG will now handle consumer products rights across Japan, mainland China, Hong Kong, Macau, Taiwan, South Korea, Thailand, Vietnam, Malaysia, Singapore, Indonesia, Philippines, Brunei, Cambodia, Laos and Myanmar.
The agency will aim to expand Fall Guys’ merchandise offering into new categories including apparel, accessories, homewares, stationery and collectibles, to grow awareness of the brand through a creative consumer products programme.
The partnership was secured by WildBrain CPLG’s Singapore team, led by Ben Peace, vp APAC.
A number of new licensees for the free to play multiplayer battle royale game have already been secured in Japan including Caitac Family for adult apparel and accessories and Tachibana for pillows and homewares. They join an existing Fall Guys licensee base which includes Bandai, Ensky, SEGA and Kotobukiya among others.
“Gaming brands are hot property, and Fall Guys has quickly become a fan favourite, capturing the imaginations of millions around the world,” commented Ben. “As the game’s popularity continues to surge, we’re seeing a rapidly growing appetite for merchandise, and we’re responding with an ambitious licensing programme to offer fans new ways to celebrate the game. Fall Guys is the perfect addition to our expanding portfolio of popular entertainment properties, and we look forward to leveraging our expertise to build a creative portfolio that engages fans across APAC.”
Fée Heyer, head of global licensing and partnerships at Devolver Digital, continued: “WildBrain CPLG is the perfect partner to help us expand the Fall Guys consumer products programme throughout Asia – the spiritual home of video games. The agency has built amazingly creative, well-considered and consumer-centric programmes for entertainment royalty over the years, and we can’t wait to see what they have planned for Fall Guys across the APAC region.”
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