“Call of Duty” has partnered with Middle Eastern manufacturer and distributor of licensed products, Trucare, expanding the brand licensing program into the Middle East, North Africa (MENA) region. The partnership, brokered by Beanstalk’s specialist digital media division, Tinderbox, will see “Call of Duty” expand its consumer product reach into these new territories with adult apparel, accessories, homeware and gifting among other items. Recently, Activision, creator of "Call of Duty," signed a deal with Koyo for collectables for the game.

"We are delighted to bring ‘Call of Duty’ and Trucare together in this partnership to bring ‘Call of Duty’ products to consumers in this growing region,” says Catherine Hupin, associate director of brand management, Tinderbox. “The MENA gaming market has quickly emerged as a crucial growth market for the global gaming industry, which presents exciting opportunities for licensees. Our licensing programs with ‘Call of Duty’ in existing regions have proved to be a great success, and we're proud to see our work with the leading game growing into new territories."  

“I am just as excited to see the fruition of this move as I know all parties will symbiotically benefit from it,” says Mustafa Zoeb, chief executive officer, Trucare. “With the acquisition of more brands and licenses such as ‘Call of Duty,’ we are constantly building our portfolio to be able to serve the region from a stronger position."