Activision Blizzard Plays on 'Overwatch' Franchise

Activision Blizzard launched a new consumer products division this year fronted by veteran Mattel and Disney executive Tim Kilpin, chief executive officer and president, and under the unified company banner (that also includes King, which Activision Blizzard purchased in 2016) it is bringing its “franchises of the future” to the Licensing Expo show floor.

April 6, 2018

Activision Blizzard Plays on 'Overwatch' Franchise

The gaming company will also highlight the video game's eSports league at Licensing Expo.


Blizzard’s “Overwatch” gaming franchise is an emphasis for the company and will be front-and-center at this year’s event.

Launched only a year ago, “Overwatch” reaches more than 30 million players globally, making it the company’s eighth billion-dollar franchise, says Activision Blizzard.

“Overwatch” is a highly-stylized team-based shooter game set on a near future Earth. The game features 24 unique heroes that players can switch among mid-match.

Licensing activity for the brand stays true to the property’s iconic voices, styles and stories, capitalizing on its artists’ and developers’ ability to work closely with licensees to develop products.

A recent partnership includes with Good Smile Company for premium figures, as part of the licensee’s Nendoroid and Figma line ups.

Another emphasis for Activision Blizzard at Licensing Expo 2017 is for “Overwatch” in the eSports arena. This year, Activision Blizzard is working to establish professional teams and commercialize media rights for the upcoming “Overwatch” league. According to Activision Blizzard, the eSports category represents a rapidly emerging merchandising opportunity by offering its fans fresh ways to experience games.

Activision Blizzard will also be highlighting its other gaming properties at Licensing Expo, combining for the first time ever Activision, Blizzard and King into one booth. To show off the properties, Activision Blizzard Consumer Products will feature gameplay stations to allow attendees to experience its games such as “Call of Duty,” “Destiny” and “Crash Bandicoot N. Sane Trilogy,” in addition to “Overwatch.”

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