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Activision Brings ‘Call of Duty,’ ‘Overwatch’ to BLE 2019

Activision Blizzard Consumer Products Group returns to Brand Licensing Europe 2019 to showcase upcoming partnerships from the “Call of Duty” and “Overwatch” universes.

With three milestone anniversaries – the 40th anniversary of Activision Publishing, the 25th anniversary of Blizzard’s Warcraft franchise and the 15th anniversary of World of Warcraft – ABCPG is expanding its slate with new partnerships, with licensees across consumer product categories such as specialty, mass, grocery, homeware, beauty and fashion.

Collaborators include:

  • Rubber Road for apparel, fashion accessories and home goods;
  • Paladone for homewares;
  • Gaya for clothing and home products;
  • AOC for branded monitors;
  • HLA for clothing; and
  • Panini for novels.

“With Activision Blizzard continuing to expand its global reach through content in areas of mobile and esports, additional opportunities are opening up for us to deliver product programs that bring our games to life in the real world,” says Steve Young, president, Activision Blizzard Consumer Products Group. “With Europe being an already mature market for our games, consumer products’ expansion in key territories like the U.K., France or Germany is a natural extension for all of our franchises. China also presents a massive opportunity for growth, with fans who are incredibly passionate and engaged with our titles. Our communities are global and, with that in mind, we are dedicated to delighting our players around the world with customized, culturally relevant merchandise programs to extend the core game experience.”

Call of Duty Goes Mobile

The first-person shooter game franchise “Call of Duty” is adding to its growing portfolio with the launch of a 360-degree, always-on strategy. The series welcomes the debut of “Call of Duty: Mobile” to provide fans the ability to play on-the-go. ABCPG believes the accessibility of the game on mobile devices will extend the property into new consumer product categories.

“Call of Duty Mobile” joins the launch of “Call of Duty: Modern Warfare” later this month. The upcoming title will debut with new product collaboration from brands including:

  • DRKN;
  • Fashion UK;
  • McFarlane;
  • Astro;
  • Kontrol Freek;
  • New Era; and
  • Pyramid International.

The upcoming 2020 Call of Duty esports league season will arrive next year with 12 franchise teams based in major U.S. cities. Next season will include games played in each team’s home market. ABCPG is exploring consumer product opportunities for the new format and season.

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