Gaming News

Published on June 4th, 2019 | by gareth

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Activision Blizzard Reveals New Consumer Products Lineup

Some very interesting things here.

LAS VEGAS, Nev. – June 4, 2019 – Returning with a dedication to providing global consumers with an unmatched fan experience centered on consumer products, Activision Blizzard Consumer Products Group (ABCPG) arrives at Licensing Expo 2019 with an all-star roster of new and returning licensed programs and world-class licensees. The iconic franchises from Activision and Blizzard Entertainment continue to grow beyond gameplay, and Licensing Expo will showcase a range of consumer products that deliver engaging, relevant and innovative experiences unparalleled in the video game space.

“Activision Blizzard has a portfolio of some of the world’s most beloved franchises, and our aim is to work with world-class licensees that enrich our fans’ experience around the world,” said Steve Young, President of Activision Blizzard Consumer Products Group. “The fan experience is at the center of everything we do, and we’re thrilled to create new opportunities for players to immerse themselves and show their passion for Activision’s and Blizzard’s games through relationships ranging from LEGO to UNIQLO.”

Since its inception, ABCPG remains steadfast in its efforts to drive global growth and engagement for Activision Blizzard’s flagship brands, including Activision’s Call of Duty®, Crash Bandicoot TM and SpyroTM, and Blizzard’s Overwatch® and World of Warcraft®. Additionally, with Activision Blizzard at the vanguard of competitive entertainment, ABCPG continues to raise the bar for esports via the merchandise program for the Overwatch League as we usher in a new generation of fans and athletes.

Activision Highlights
This year, the definitive, first-person action series Call of Duty continues to build on a successful 2018 with new collaborations and offerings. International streetwear brand DRKN, in collaboration with Activision, will launch a high-end Call of Duty capsule collection, which will be available Fall 2019. Additionally, Fashion UK, newly appointed Pan-European apparel and fashion accessory collaborator, will develop and offer a range of products across a wide selection of retailers, available this Fall. Following the May 30 game announcement, ABCPG worked with Bioworld, KontrolFreek, New Era and international companies Pyramid and Fashion UK on a range of products to drive further excitement around the reveal of the highly anticipated Fall launch. Furthermore, Astro, Scuf Gaming, Surreal, and Rubber Road will return with Call of Duty licensed programs this year.

2019 marks the 40th anniversary of Activision and its rich history helping to support and define the standard for innovation within the video game industry. Looking into Activision’s past, present, and future, we want to celebrate gamers – across generations – by leaning into the strong consumer demand for retro properties with the reemergence of iconic characters from the Crash Bandicoot and Spyro franchises. ABCPG is dedicated to fully embracing the possibilities with consumer products for Crash Team Racing as well as for the critically acclaimed Sekiro™: Shadows Die Twice.

Blizzard Highlights

Toy and apparel offerings for Overwatch continue to expand throughout 2019.  LEGO® Group kicked off the year with the release of the first ever LEGO Overwatch product line, which will feature new product launches later this year at various price points. Additionally, Overwatch franchise master toy licensee Hasbro continues to create a wide range of play experiences, including the recently released Overwatch Ultimates Action Figures and NERF Blasters product lines, as well as the upcoming tabletop board game Overwatch Monopoly, with more to come this Fall. Further, apparel juggernaut UNIQLO launched – with a global program in May rolling out regionally through the end of June – an exclusive line of clothing across Blizzard franchises, including Overwatch and World of Warcraft®, as part of its Spring/Summer 2019 collection.
Funko also has launched the latest wave of Overwatch Pops! designed for the growing segment of collector-fans. In addition, Insight Editions is now offering global Overwatch fans and foodies the opportunity to preorder Overwatch: The Official Cookbook filled with more than 100 recipes inspired by the heroes of Blizzard’s hit game. Finally, multinational book publisher Scholastic announced preorders for the third installment of the World of Warcraft Traveler book series, aimed at young readers, which is due out later this year.
ABCPG is also thrilled to announce the relaunch of the official Blizzard Gear Store in China with new ecommerce licensee Baozun. Kicking off on May 15 on Tmall (Alibaba Group), this relationship now allows offerings on the Blizzard Gear Store to reach millions of fans throughout the region.

Esports Highlights
The Overwatch League has also entered into an e-commerce license agreement with Fanatics, the worldwide leader in licensed sports mer­chandise. This new e-commerce platform helps fans around the world connect with their favorite league, teams and players via Shop.Overwatch­League.com. Through the multiyear deal with Fanatics, ABCPG is excited to bring the avid esports fan base ongoing licensed product offerings. On May 20, Baozun launched the Overwatch League’s official China ecommerce shop on Tmall (Alibaba Group). Newly launched relationships for the Overwatch League include New Era, Starter, G-III, Outerstuff, and the first-ever trading card program for esports with Upper Deck. Additionally, Funko will be launching an Overwatch League-themed Pop! Vinyl SKU in Q4 of this year. ABCPG is also currently exploring opportunities for the next iteration of Call of Duty esports.

ABCPG will be hosting an esports-focused panel at Licensing Expo on Tuesday, June 4 from 11:00 a.m. – 12:00 p.m. (Booth #A105), which will spotlight the Overwatch League’s inaugural season while showcasing how our expanding licensed merchandise portfolio is supporting and elevating esports fan culture.

Check out the ABCPG booth during Licensing Expo 2019, located in Booth #U202.


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