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
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.
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
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.
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