Devolver Digital has brought in a licensing specialist specifically to work on the breakout hit, Fall Guys.
Former Dunlop Sports licensing manager Fée Heyer has joined Devolver to lead the licensing push for Mediatonic's surprise blockbuster.
Heyer's official job title will be head of licensing. She has extensive experience working with video games, lifestyle and sports brands, and described Fall Guys as "a phenomenon rarely seen before."
"I am over the moon that Fée has joined us to help lead the charge on Fall Guys," said Devolver co-founder Graeme Struthers in a statement, "not least because it means we now have somebody that actually knows what they're doing with regard to licensing."
Mediatonic's game has been one of the year's true success stories, with sales topping 1.5 million in the 24 hours after its launch on August 4.
That level of success presents a significant opportunity beyond unit sales, with games like Tinybuild's Hello Neighbor proving how lucrative the right licensing strategy can be.
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