PMI to launch Brawl Stars toy line this summer

Published on: 12th January 2022

The Brawl Stars range will include collectibles, action figures, plush and stampers based on the global hit mobile game.

A new line of Brawl Stars toys will be launched this summer by gaming-sector toy manufacturer and distributor PMI, following a deal with Supercell, makers of the highly popular Brawl Stars brand, and Line Friends, a global consumer products licensing partner for the brand.

First launched in 2018, the Brawl Stars mobile game has become a global hit with 300m downloads in over 164 countries, boasting a huge worldwide fanbase globally. It is a multiplayer online battle-arena and third-person hero shooter game with multiple game modes and features distinctive characters.

PMI will release a multi-territory, highly detailed Brawl Stars toy line that will include collectibles, action figures, plush, stampers and more. The deal was brokered by licensing agency WildBrain CPLG on behalf of Line Friends, and by Big Picture Licensing representing PMI, known for bringing licensed IP to life through engaging and affordable toy lines and collectibles.

The range will launch in EMEA as well as North America, Japan, Hong Kong and Singapore and will be a key addition to the brand’s existing licensing programme which covers apparel, accessories, health and beauty, home, party, promotions, stationery and back-to-school.

Boaz Dekel, CEO  and chairman at PMI, commented: “A big shout-out to everyone involved in bringing together this exciting new partnership with Supercell. We’re fully geared to roll out a winning line of authentically designed Brawl Stars toy products and bring a large range of exciting and affordable toys to fans around the world. Supercell’s Brawl Stars is a great fit for our IP portfolio of today’s hottest brands, aligning perfectly with our marketing and growth strategies and to our commitment to professionalism, uncompromising quality and authenticity in all our toy lines.”

Maarten Weck, EVP & managing director at WildBrain CPLG, added: “There continues to be significant growth and demand for consumer products based on gaming IP all around the world.  When it comes to arcade and action games with pulling power, the Brawl Stars brand consistently ranks in the global top 10. We’re very excited to welcome PMI on board as a strategic toy partner for Brawl Stars and with the game’s extensive international fan base, we anticipate strong consumer products traction in 2022 across all key markets.”

On behalf of Line Friends, WildBrain CPLG represents Brawl Stars across the UK, Ireland, France, Germany, Italy, Iberia, Benelux, Nordics, CEE, Greece, Turkey, Russia, Belarus and Ukraine.


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