Activision Publishing announces doubled licensing footprint

Published on: 15th October 2013

Activision Publishing has increased its European licensing portfolio by 117% since last year, to more than 90 licensing partners.Skylanders-SWAP-Force_X360_

Activision’s licensing programme supports two of the biggest franchises in entertainment, Skylanders Giants/Skylanders Swap Force and Call of Duty, as well as new video game universe, Destiny, from Bungie. It has become one of the fastest-growing licensors and was named this year the 100th biggest global licensor in the world according to License! Global’s Top 150 Global Licensors List.

As Skylanders Swap Force launches this week in Europe, licensees include PowerA for video game and mobility accessories, and Topps with new Skylanders Swap Force collector cards. Working alongside these are established European licensees: BDA, Penguin, Mega Bloks, Rubie’s, Vivid, Top Toy, Akroyd and TDP Licensing, Fashion UK, Folat, Dreamtex, Gemma, Brand Mania, BBS, Belltex, IGS, Kinnerton, Kokomo, CoBrands, Lightbody of Hamilton, Leomil, Aventure Diffusion, Calego, Danilo, Only License, Master Gamer, TVMania, Winning Moves, Trademark, Safta, GB Eye, Zak and Zeon.

Ashley Maidy, vice president of global licensing and partnerships for Activision, commented: “Licensing has allowed us to secure space outside of the traditional video game aisle, allowing for deeper integration at retail for our fans. We are focused on delivering cohesive and supportive extensions to our brands by working closely with our partners in Europe. This will be demonstrated at no better time than during retail’s peak Christmas period, with our exciting Swap Force licensing program.”

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