Lifestyle and collectibles designer brand Mighty Jaxx has announced the global licensing partnership with German Bundesliga and international football team Borussia Dortmund (BVB).
The first-of-its-kind partnership marks Mighty Jaxx's foray into sports entertainment and will see Mighty Jaxx appointed as BVB's official global licensing partner to produce and distribute exclusive collectibles and figurines based on BVB's players.
"As the presence of BVB grows further across Asia Pacific, we are delighted to be working with Mighty Jaxx here in Singapore and have BVB player collectibles available around the world," says Suresh Letchmanan, managing director, Borussia Dortmund's Asia Pacific office.
“Phygital” collectibles are also on the way, which are physical collectibles that trigger or unlock digital assets and future content, such as games, videos and more.
"Football today is entertainment and a lifestyle in itself. There is great emphasis on having fun and being social, being accepted," says Jackson Aw, founder and chief executive officer, Mighty Jaxx. "It is well known that fan engagement plays a very significant role in football, and our end goal of developing highly immersive experiences, where users become one with the products and everything surrounding them makes us a perfect match when coupled with BVB's natural inclination for regularly rolling out new, innovative products. It was a natural choice to align with such a team as Borussia Dortmund."