SYBO Games is extending its “Subway Surfers” lifestyle brand into new areas in partnership with Sakar International. This fall, scooters, hoverboards, skateboards, helmets and protective gear will hit retail in Europe as part of the deal. 

Brokered by licensing agency Retail Monster, the global deal builds on the North America partnership already in place with Sakar, which took the SubSurf consumer and lifestyle brand into Walmart late last year. 

The products stay true to the core franchise’s DNA, incorporating a physi-digital component to the goods. Fans can redeem codes to jump from the physical world back to the mobile game, unlocking rewards and items. Aliana will distribute the range in Europe, Spartan in MENA and Hunter Products will take the range to Australia and New Zealand.

“‘Subway Surfers’ DNA fits so perfectly with this category,” says Bobby Stewart, head of sales, Sakar. “Given the brand’s inherent global appeal, we are ready to deliver wheeled goods to fans and retailers around the world.”

“We are thrilled to build on the success to date and introduce the Sakar line in Europe,” says Gemma Witts, managing director, Retail Monster. 

“We knew from the start that Sakar’s wheel-good line matched the SubSurf lifestyle to a ‘T’ and know its retail success will follow suit across new territories,” says Naz Amarchi-Cuevas, chief commercial officer, SYBO Games. “Like the game, it's now heading on its world tour.”