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ZeptoLab inks Cut The Rope merchandising deals

Hasbro, Mattel, JAKKS Pacific, and LF USA will make toys, boardgames and sleepwear

Cut The Rope studio ZeptoLab has cut several merchandising deals with Hasbro, Mattel, JAKKS Pacific, and the clothing company LF USA.

Cut The Rope has been downloaded more than 100 million times, and ZeptoLab is seeking to capitalise on that success through various product and toy lines.

"We're looking beyond where things are in the moment," executive chairman Misha Lyalin told VentureBeat. "We have 100 million downloads now, but this is the beginning of where we are going to go."

The products will include a series of Mattel toys based on Cut The Rope's Om Nom character, and a game that blends physical toys with gameplay on a tablet device.

Hasbro will produce branded board games, JAKKS Pacific will release Cut The Rope-branded game controllers, and LF USA will design Om Nom sleepwear. Most of these products are expected to hit the market by the end of the year.

ZeptoLab's strategy is similar to that of Rovio, which has slowly moved away from being purely a game development company.

During the Fortune Brainstorm Tech in August last year, head of mobile Peter Vesterbacka explained that Rovio no longer considers itself a developer, but more of a multimedia IP company like Disney.

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Matthew Handrahan avatar
Matthew Handrahan: Matthew Handrahan joined GamesIndustry in 2011, bringing long-form feature-writing experience to the team as well as a deep understanding of the video game development business. He previously spent more than five years at award-winning magazine gamesTM.
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