Activision Publishing, Inc. Increases Global Licensing Footprint
Activision Publishing, Inc. Increases Global Licensing Footprint
Company’s Robust Licensing Program Includes More than 150 Licensing Partners
Further bolstering its licensing footprint, Activision Publishing, Inc., a wholly owned subsidiary of Activision Blizzard, Inc. (NASDAQ: ATVI), today announced at Licensing Show Expo 2013 that it has more than doubled its portfolio of licensees in less than one year to more than 150 licensing partners.
Activision’s licensing initiatives support two of the biggest franchises in entertainment, Skylanders® and the mega-hit, blockbuster Call of Duty®, as well as the highly anticipated new video game universe, Destiny®, from the renowned developer, Bungie. During the past 18 months, Activision has become one of the fastest growing licensors and was recently named the 100th biggest global licensor in the world according to License! Global’s Top 150 Global Licensors List of 2012. The company’s Skylanders program is anchored by key global partners: Penguin, Topps, Rubies, MEGA Brands, and PowerA, and is supported by best-in-class licensing agents outside of the U.S.
Newly signed licensees who will support the Skylanders franchise include American Greetings, who is creating a comprehensive social expressions program through party goods and greeting cards; consumer electronic products by KIDdesigns; athletic shoes and slippers by Cortina Leomil Group; a Skylanders-themed Monopoly game by USAopoly; and Skylanders-branded personal care items and novelty stationery by MZBerger.
“Our licensing strategy is focused on partnering with industry leaders and category experts who will align well with our games’ demographics and deliver meaningful brand extensions,” says Ashley Maidy, Vice President of Global Licensing & Partnerships for Activision. “Deeper integration at retail is a key element of our expansion plans. Licensing has allowed us to secure space outside of the video game aisle, providing our fans with multiple touch points for consumer interactions. Additionally, the programs have garnered space in non-traditional gaming retailers like W.H. Smith and Smyths in Europe. Overall, this holiday we are increasing our retail space by more than one third over last year.”
To support the award-winning Skylanders franchise, Activision has secured licensees in key categories including Publishing, Apparel, Back-to-School, Game Accessories, Costumes, Construction Sets, Bedding and Party Goods, among others. Additionally, promotional partnerships have helped build and expand awareness of the brand including a three-phased Frito-Lay national promotion followed by McDonald’s USA LLC, which launched a Skylanders GiantsTM Happy Meal program in April 2013 in North America that will be rolling out to other countries throughout the year.
In 2013, Activision began expanding its licensing reach for the record-setting Call of Duty franchise in Europe and Australia. The company’s licensing activities for the brand focuses on lifestyle categories such as Apparel, Gaming Headsets, Mobile and Electronic Accessories, and includes such premier partners as Turtle Beach, BioWorld, PowerA and Brady Games.
Additionally, in 2014, Activision, in collaboration with Bungie, will launch a focused merchandising program to support the game launch of Destiny. The program will expand as the franchise establishes itself in the marketplace.
About Activision Publishing, Inc.
Headquartered in Santa Monica, California, Activision Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products.
Activision maintains operations in the U.S., Canada, Brazil, Mexico, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, Norway, Denmark, the Netherlands, Australia, mainland China and the region of Taiwan. More information about Activision and its products can be found on the company’s website, www.activision.com.
Cautionary Note Regarding Forward-looking Statements: Information in this press release that involves Activision Publishing’s expectations, plans, intentions or strategies regarding the future are forward-looking statements that are not facts and involve a number of risks and uncertainties. Factors that could cause Activision Publishing’s actual future results to differ materially from those expressed in the forward-looking statements set forth in this release include unanticipated product delays and other factors identified in the risk factors sections of Activision Blizzard’s most recent annual report on Form 10-K and any subsequent quarterly reports on Form 10-Q. The forward-looking statements in this release are based upon information available to Activision Publishing and Activision Blizzard as of the date of this release, and neither Activision Publishing nor Activision Blizzard assumes any obligation to update any such forward-looking statements. Forward-looking statements believed to be true when made may ultimately prove to be incorrect. These statements are not guarantees of the future performance of Activision Publishing or Activision Blizzard and are subject to risks, uncertainties and other factors, some of which are beyond its control and may cause actual results to differ materially from current expectations.
Halo is a registered trademark of Microsoft Corporation in the United States and/or other countries. Microsoft is not the publisher of Destiny. Activision has no affiliation with Halo.
Microsoft, Xbox, Xbox 360 and Xbox LIVE are either registered trademarks or trademarks of the Microsoft group of companies. “PlayStation” is a registered trademark of Sony Computer Entertainment Inc. Wii U, Wii, Nintendo DS and Nintendo 3DS are trademarks of Nintendo. © 2013 Bungie, Inc. All rights reserved. Destiny, the Destiny Logo, Bungie and the Bungie Logo are among the trademarks of Bungie, Inc. Published and distributed by Activision. ACTIVISION, SKYLANDERS, SKYLANDERS GIANTS, and CALL OF DUTY, are trademarks of Activision Publishing, Inc.
All other trademarks and trade names are the properties of their respective owners.
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