The line consists of high-quality action figures, cosplay and role-play items, Collector Clips, plush, and collectible vinyls.
Click Distribution will distribute the popular Bendy and the Ink Machine toy range on behalf of PhatMojo in the UK and other European territories. North American sales of Bendy toys by PhatMojo have got off to a strong start, with the line rising rapidly in the ranks among kids entertainment and gaming properties.
The episodic survival horror game, developed by TheMeatly Games, first launched in February 2017. It uses a mixture of puzzle-solving, environment exploration, and combat, to aid the player character, Henry, on his journey through Joey Drew Studio. The brand has amassed a strong social media following combining more than 1b views on YouTube – over 70m from a single, fan-created video – and over 55m Steam impressions.
Bendy will be boosted by its Chapter 5, cross-platform, console release, set to launch this October, and the product range will be supported by a TV campaign scheduled to kick off in August. Also in August, fans will be able to access the new mobile game, Bendy in Nightmare Run.
Luke Hillier, chief operating officer of Click Distribution, commented: “We are delighted and very privileged to be working with PhatMojo on this incredibly exciting project. Bendy and the Ink Machine translates perfectly into toys and collectibles, and it is proving to be a huge hit both in the US and in the UK. Bendy launched at retail in the UK and Ireland last week and has got off to a phenomenal start. We are looking forward to building on the early success not only in the UK, but throughout the whole of Europe, over the coming months and throughout 2019.”
PhatMojo chief business development officer, Bill Graham, added: “We’ve found a great European distribution partner in Click. Bendy is an amazing brand, and one that will have the global toy presence fans are demanding.”