Activision Blizzard is levelling up its merchandising game. The company's Consumer Products Group today announced a new slate of partnerships for Overwatch, Call of Duty, and other brands with more likely on the way as it promoted its presence at the Licensing Expo 2018.
Starting with Overwatch, Activision Blizzard has chosen Hasbro as its partner for the online shooter's master toy license, with "a wide range of play experiences" on the way, spearheaded by a line of Overwatch Nerf products. On top of that, Lego is readying multiple Overwatch building block sets, and next month will see clothing retailer Uniqlo roll out a line of Blizzard T-shirts. Other Overwatch merchandising partners include Spirit Halloween and Disguise (for costumes), Bioworld International (bags and accessories), and Insight Editions (stationery and a cookbook).
Over on the Activision side of the business, the company has lined up new Call of Duty merchandise, including action figures from McFarlane Toys, Risk and Monopoly variants from USAopoly, homeware and accessories from Pyramid, and more. Crash Bandicoot and Spyro are also seeing their licensing opportunities proliferate after the publisher recently revived both properties for current-generation consoles, with collectibles on the way from NECA/Kidrobot, joining Funko Pop and GameStop Totaku figures as well as an assortment of apparel and accessories licensors.
"Since debuting at last year's Licensing Expo, we've begun to successfully realize our vision of offering more value and more opportunities for our global licensing and retail partners by leveraging the blockbuster franchises that Activision and Blizzard have created and expanded over many years of dedicated development," Activision Blizzard Consumer Products Group CEO and president Tim Kilpin said. "For our hundreds of millions of players around the world, we're working hard to build lasting global franchises that they can connect with across game platforms and through esports and vibrant transmedia story content. We are well positioned to continue playing a leading role in shaping the future of entertainment."