Brandgenuity Takes 'Wizard101'

KingsIsle Entertainment has named Brandgenuity as the exclusive licensing agent for its massively multiplayer online game, “Wizard101.”

Brandgenuity plans to leverage the cinematic scope and whimsical humor of the kid’s MMO to expand the brand into a variety of product categories including apparel, accessories, toys and games, publishing, crafting, social expression, collectibles, gifts, home goods and pet products.

“Interactive and digital licensing is on fire right now, and we’re thrilled to be in the space with ‘Wizard101,’” says Jay Asher, partner, Brandgenuity. “With its incredible player base, a plethora of available assets and enormous activation potential, Wizard101 licensed products promise to be adventurous, positive and highly entertaining.”

“Wizard101” ranks as one of the world’s most popular online games for kids ages 8 to 12, with more than 30 million registered users and up to 20 million unique visitors each month. The MMO offers both free and premium versions.

“We are excited to be partnering with Brandgenuity as we embark on our newest adventure,” says Fred Howard, vice president of marketing, KingsIsle Entertainment. “Our fans are enchanted by the fantastic worlds of ‘Wizard101’ and we’re eager to give them what they want–an amplified experience through licensed products that capture the magic of the brand and expand upon the game, its characters and most compelling storylines.”