'Cut the Rope' Gets Toys, Agents

ZeptoLab continues to expand its Cut the Rope property with a new toy line from Toy Galaxy and the appointment of three new agents in Europe.

In a deal brokered by Studio Licensing and Established Brands, Toy Galaxy has signed on to launch a line of novelty and activity products for the game app, available in North America in spring 2013. The line will include key chains, wind‐up toys, bouncy balls, grow figures, a talking coin bank, a toy basketball game, paddle ball, yo‐yos and splat toys.

ZeptoLab has also appointed three new in key European markets: Enjoy for Spain and Portugal; Active Merchandising for Germany; and License Connection for Benelux.

The three newly appointed agencies will work with ITV Studios Global Entertainment, ZeptoLab’s licensing agent in the European Union, to develop a brand strategy specified to each regional market.

“In the last six months we’ve built and grown this program, bringing Om Nom to the physical world and to fans across the globe,” says Misha Lyalin, chief executive officer, ZeptoLab. “Our fans don’t just want to play the game on their phone, they want to be able to touch, feel and sometimes even taste the magic of Cut The Rope. We’re confident that these three agents not only understand the European market for Cut The Rope, but are as committed to growing the brand worldwide.”

The first phase of the licensing campaign for “Cut the Rope” will extend through the year targeting the game’s core fans, ages 8 to 24, with a focus on apparel. The next phase, which will include gifting, publishing, and mobile and games accessories as well as products targeting younger players, will begin in early 2013.

“This is a genuinely exciting period for ITVS GE, for ZeptoLab and, of course, for ‘Cut The Rope,’ one of the hottest games ever to enter the digital market,” says Trudi Hayward, senior vice president and head of global merchandise, ITV Studios Global Entertainment. “We confidently expect this property to be as successful with licensees and at retail across Europe as it has been on so many major digital platforms.”