Activision Announces New Deals

Activision Publishing arrives at Brand Licensing Europe with new offerings for top properties including "Skylanders," "Call of Duty," "Destiny" and "Guitar Hero."

April 6, 2018

4 Min Read

New offerings for "Skylanders," "Call of Duty" lead company's BLE slate.

Activision Publishing arrives at Brand Licensing Europe with new offerings for top properties including "Skylanders," "Call of Duty," "Destiny" and "Guitar Hero."

“As one of the world’s leading video game publishers, we understand the importance of leveraging our brands to reach our fans in a number of different ways,” says Ashley Maidy, vice president of global licensing and partnerships, Activision Publishing. “The global reach and multi-billion dollar successes of the 'Call of Duty' and 'Skylanders' franchises, as well as the record-breaking debut and engagement for 'Destiny,' have provided us with the opportunity to develop compelling consumer product partnerships that will continue to resonate with fans as we bring some of the most anticipated video games to market this year.”

Key property updates include:


To-date, the franchise has generated more than $3 billion in retail sales worldwide and has sold more than 250 million toys worldwide. The launch of "Skylanders SuperChargers" on Sept. 25 in Europe brought to the world the vehicles-to-life for the first time ever. At BLE, Activision will debut a sneak peek of a new creative direction for the brand along with never-before-seen illustration styles that capture the essence of the fan-favorite characters. Key licensees for the brand include Crayola (color and activity), Akroyds (apparel), Fashion U.K. (apparel), GB Eye (posters), Danilo (calendars), Dreamtex (bedding), NKOK (R/C cars), Prima (strategy guides), IDW (comics) and Penguin (publishing). "Skylanders"-themed McDonald’s Happy Meals will also be available in 40 countries in 2015.

"Call of Duty"

"Call of Duty" continues to drive sales in licensing across categories including

apparel and acccessories, headsets, publishing and collectible construction sets. The franchise has generated more than $11 billion in retail sales worldwide.

Millions of fans around the world are gearing up for the launch of "Call of Duty: Black Ops III" on Nov. 6. Activision will support the upcoming launch with a tailored lifestyle merchandising program featuring new categories and partners.

The Call of Duty program includes Dark Horse Comics (publishing), Funko (figures), Mega Brands (construction), GB Eye (posters), Power A (carrying cases and game accessories), Prima (strategy guides), Danilo (calendars), Astro Gaming (headsets), Razer (PC Accessories), KontrolFreek (gaming accessories), DX Racer Chairs (customized gaming chairs) and BioWorld (apparel). Starting Oct. 15, promotional partner Monster will offer fans the opportunity to buy specially marked Monster Energy "Call of Duty: Black Ops III" cans that give fans Double XP in "Black

Ops III’s" on-disc Zombies experience, Shadows of Evil. Reaching 43 markets, this represents the largest promotion for Monster and the broadest brand partnership that "Call of Duty" has run in EMEA to date.


The interactive, epic adventure game boasts more than 20 million registered players and more than 2 billion hours of gameplay since launch. The much anticipated addition to the franchise "Destiny: The Taken King" launched in September, breaking the record for the most downloaded day-one game in PlayStation history.

Bungie, in collaboration with Activision, have been working with a range of new and existing licensing and promotional partners to expand the "Destiny" adventure for fans of the franchise. Destiny’s merchandising program includes partnerships with BioWorld (apparel), Insight Editions (publishing), Game (apparel and accessories), Cooke and Becker (art collectible), Trends (posters), World of 3A (collectible figures) and Insert Coin (apparel). The merchandising program will continue to expand with product extensions in key categories, including apparel, electronics and accessories.

"Guitar Hero Live"

One of the most iconic video game franchises of all time is back with a new game that launched Oct. 23 in Europe. "Guitar Hero Live" introduces two new ways to play: GH Live, a first-person point of view where players are the star of the show in front of live-action reactive crowds; and GHTV, the world’s first playable music video network. To support the game, Activision is collaborating with promotional partner Pepsi for a Pepsi Challenge in which fans can unleash their inner rock star and win "Guitar Hero Live" prizes. Activision is also creating a global merchandising program for the brand focused on lifestyle and gaming accessories with an emphasis on the fictitious bands in the game.

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