Activision Showcases Top Brands

Activision Publishing is showcasing a powerhouse portfolio of some of its most compelling and immersive properties this year at Licensing Expo.

April 6, 2018

3 Min Read

Activision Publishing is showcasing a powerhouse portfolio of some of its most compelling and immersive properties this year at Licensing Expo.

Anchored by "Skylanders," "Call of Duty," "Destiny" and "Guitar Hero Live," Activision’s licensing and partnerships business, established in 2012, has exponentially grown the video game publisher’s global reach through a multi-pronged approach.

New and returning best-in-class partners such as McDonald’s, Crayola, Mega Brands, Power, BioWorld and Penguin will continue to drive the company’s licensing, merchandising and retail business in 2015 and beyond.

“Activision’s award-winning and top-selling billion dollar franchises Skylanders and Call of Duty, along with Destiny, the biggest new videogame franchise launch in history, have provided us with meaningful opportunities to create multiple consumer touch points,” says Ashley Maidy, vice president of global licensing and partnerships, Activision Publishing. “The video game industry has truly become the source of some of the biggest entertainment launches of our time. These world-class IPs enable us to build consumer products programs that complement these massive franchises.”

The company arrives at Licensing Expo 2015 with exciting property updates:


Launching on Sept. 20 in North America, the recently announced “Skylanders SuperChargers” brings a new toy category to life–toy vehicles. 2015 licensing partners for the brand include McDonald’s (Happy Meal promo in more than 40 countries), Party City (three-foot "Skylanders" section), Fathead (wall decals), NKOK (RC cars), Punchbowl (online and on-demand branded party invitations), Power A (carrying cases and game accessories), Rubie’s Costumes (Halloween costume), Mad Dog Concepts (sleepwear), Issac Morris (sportswear) Mad Engine (apparel), Thermos (lunch Kits and FUNtainers), FAB (backpacks and school supplies), Penguin (publishing), Crayola (color and activity), American Greetings (party goods and supplies), Franco (bedding), Camelot (fabric), IDW (comics), AME (sleepwear), York Wall Coverings (clings).

Call of Duty  

In 2015, Activision will release “Call of Duty: Black Ops III” supported by the most robust licensing program for “Call of Duty” yet with new categories and more partners in anticipation of the next chapter in the Black Ops universe.

New and returning partners for “Call of Duty” include:

  • Mega Brands: “Call of Duty” collectible construction sets, which marked the largest new IP launch in MEGA’s history

  • BioWorld: “COD” authentic apparel and accessories, globally

  • Funko: Pop! Vinyl figures at GameStop

  • BradyGames: Publishing the latest installment of a COD-comprehensive strategy guide book

  • Fathead: Introduces new wall decals inspired by the game this fall, allowing fans to further experience the game

  • Surreal: Offers Call of Duty-themed barware, beach towels and throws for the ultimate fan 

  • Power A: Outfits gamers with “COD” themed accessories and gifts

  • KontrolFreek: Provides “Call of Duty” fans the latest controller upgrades and accessories

  • Razer: “Call of Duty” PC gaming gear


The licensing strategy for “Destiny” has been focused on partnering with industry leaders and category experts that can reflect the universe of the game. The recently released “Destiny Expansion II: House of Wolves” furthers the Destiny adventure.

  • Destiny’s robust merchandising program includes partnerships with:

  • BioWorld and Game U.K.: Brings “Destiny”-branded apparel and accessories

  • Insight Editions: “Destiny” art books, journals and poster books

  • BradyGames: Comprehensive strategy guide book

  • Trends: Posters

  • World 3A Toys: High-end collectible action figures

Guitar Hero Live

Launching in the fall, “Guitar Hero Live” introduces two powerful ways to play: GH Live, a first-person point of view where players are up on stage as the star of the show in front of live action reactive crowds; and GHTV, the world’s first playable real music video network. 

Activision is kicking off a global program for "Guitar Hero Live" focusing on lifestyle and gaming accessories at Licensing Expo. 

Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like