Conceived as a public train safety campaign for Metro Trains Melbourne, the 21 Dumb Ways to Die characters were originally depicted dying after taking unwise risks in a three-minute animated music video, which became viral globally.
Now The Five Mile Press, a subsidiary of Bonnier Publishing, will bring the brand to life in a comprehensive line of storybooks, activity books, novelty books and stationery products as the brand's global publishing partner (excluding the U.S. and Canada). The line will begin to hit retail worldwide in 2015.
The Dumb Ways to Die licensing program is spearheaded by licensing agency Evolution.
The brand also launched its second app, "Dumb Ways to Die 2: The Games," on iOS Nov. 18 and on Android Dec. 9.
Metro Trains Melbourne is also planning to open a dedicated e-commerce store featuring a new line of Dumb Ways
“The creation of entertainment instead of advertising in this campaign to be safe around trains has smartly evolved into an engaging character and digital media brand that is continually attracting new fans of all ages,” says Travis J. Rutherford, president, licensing and retail, Evolution. “In response to research, Metro is developing a dynamic line of licensed merchandise to serve the exploding demand for the millions of fans around the world. Initially retailers and licensees were somewhat skeptical, but now with the hugely successful launch of the second game, and millions of fans constantly consuming the short-form animation, along with consumer demand for licensed products, Dumb Ways to Die has made the leap to become a long-term franchise.”
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