Alpha Group Named Global Master Toy Licensee for ‘Subway Surfers’

SYBO Games has chosen Alpha Group as the global master toy licensee for “Subway Surfers.”

The deal will see Alpha Group gain worldwide rights to manufacture and market figures, vehicles, remote control toys, plush, electronic toys, smart toys games, role play, dress-up, accessories, consumer electronics, novelties, activity and seasonal products based on “Subway Surfers.”

“We’re thrilled Alpha Group is the official toy partner for SUBSURF,” says Naz Amarchi-Cuevas, chief commercial officer, SYBO. “The company has a proven record in bringing amazing and innovative products to market; and most importantly, they fully understand the culture, ethos and pillars that embody the SUBSURF lifestyle.”

The “Subway Surfers” brand began as an endless runner mobile game before expanding into TV and various licensing deals. Alpha Group’s agreement was brokered by SYBO licensing agent Retail Monster U.S. SYBO has 10 agents around the world.