Alpha will manufacture and market Subsurf figures, vehicles, electronic toys, role-play accessories and more.

Sybo Games has celebrated Subway Surfers’ 7th birthday and a landmark 2.5b downloads by announcing that the appointment of Alpha Group as global master toy licensee for the popular mobile game.

Alpha Group will have worldwide rights to manufacture and market figures, vehicles, remote control toys, plush, electronic toys, smart toys, games, role-play, dress-up and accessories, consumer electronics, novelties, activity and seasonal products based on Subway Surfers, plus Subsurf, the property’s consumer and lifestyle merchandise brand.

Sybo chief commercial officer Naz Amarchi-Cuevas made the announcement in advance of Licensing Expo in Las Vegas. “We’re thrilled Alpha Group is the official toy partner for Subway Surfers,” she said. “The company has a proven record in bringing amazing and innovative products to market; and most importantly it fully understands the culture, ethos and pillars that embody the Subsurf lifestyle.”

“The vision Sybo has for Subway Surfers beyond the phenomenal success of the game is incredibly exciting,” added Brehan Maul, general manager North America & head of marketing for Alpha Group. “As the master global toy partner, we’re excited to do our part and deliver a wide array of inspired consumer products that express the authentic street-smart, edgy youth culture, skate, music and dance influence the property’s loyal fans demand.”

The first Subsurf Alpha Group products are expected to hit shelves in 2020.