The toy roll-out has been supported by an online presence, in-store promotions and dedicated PR and TV advertising. Trudi Hayward, SVP, global head of merchandising for European licensing agent ITV Studios Global Entertainment, said: “We’re delighted with the ongoing development of the Cut the Rope brand and the playground buzz Vivid is generating, both of which will support the brand licensing programme, as will the success of the game itself.”
Cut the Rope is currently number four in the most popular paid apps of all time list on the iTunes App Store, and worldwide downloads surpass 400m to date. Creator and owner of the game ZeptoLab keeps the game fresh with new levels and spin-off games such as Cut the Rope: Time Travel, Cut the Rope: Experiments and Cut the Rope 2 (coming soon).
With new product launches, more than 100m global YouTube views of the Om Nom Stories webisodes, and a growing number of broadcast partners for their arrival on TV, including key broadcast stations in Spain, France, and now CITV in the UK, Cut the Rope continues to grow and develop as a 360-degree media franchise. More announcements and launches will follow as the 2014 trade fair season gets underway in January.
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