Activision Blizzard unveils franchise plans across gaming and esports

Published on: 23rd May 2018

Landmark new partnerships include Hasbro, Nerf, and Lego Group.

Activision Blizzard Consumer Products Group (ABCPG) arrives at Licensing Expo 2018 with a top-class roster of licensing and retail partners.

The merchandising programme for Overwatch is significantly expanding. Hasbro has been awarded the master toy licence for the franchise with plans for a wide range of play experiences including a Nerf product line, games and more. Additionally, Lego Group has plans for multiple Overwatch building sets across various price points.

The Call of Duty franchise continues to see success, and Activision is poised to have the largest merchandising programme to date based on product category and global expansion. Call of Duty: Black Ops 4, scheduled for release on 12th October, lends itself to new categories including collectibles and allows for a richer assortment of assets to support the game experience built for fans.

Esports has emerged as a significant opportunity that engages millions of players and spectators worldwide. Activision Blizzard is at the forefront of competitive gaming with the Call of Duty World League, MLG Network and the Overwatch League, the first major global professional esports league with city-based teams. A robust apparel line is at the center of the merchandising programme, designed to appeal to a massive global audience of gamers. ABCPG is currently seeking best-in-class partners across all product categories to explore burgeoning licensing and merchandising prospects targeting a new era of fans.

Tim Kilpin, CEO and president, Activision Blizzard Consumer Products Group, commented: “Since debuting at last year’s Licensing Expo, we’ve begun to successfully realise our vision of offering more value and more opportunities for our global licensing and retail partners by leveraging the blockbuster franchises that Activision and Blizzard have created and expanded over many years of dedicated development. For our hundreds of millions of players around the world, we’re working hard to build lasting global franchises that they can connect with across game platforms and through esports and vibrant transmedia story content. We are well positioned to continue playing a leading role in shaping the future of entertainment.”


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