Global Merchandising Services, an independent music merchandiser, has announced its partnership with Tinderbox, the digital division of Beanstalk, to drive the growth of its entertainment and music clientele into video game brand partnerships globally. 

With names including Iron Maiden, Ozzy Osbourne, Backstreet Boys, Mötley Crüe and more on Global Merchandising Services’ client roster, the alliance will see Tinderbox assist in bringing these groups into the virtual realm by partnering them with gaming studios to launch into console and mobile games.  

Through its partnership with Global Merchandising Services, the agency will further its capabilities, focusing on the growing market of in-game licensing and brand partnerships. In-game brand activations and partnerships have emerged as an effective strategy for gaming titles to drive engagement with players and for global brands and personalities to boost awareness and connect with their audiences in a new way. Through their partnership, Tinderbox and Global Merchandising Services will service the growing demand from gaming studios, brands, personalities and consumers for exciting and engaging in-game experiences.  

“As the trend in licensing further accelerates to in-game brand partnerships, we are thrilled to be working with Global Merchandising Services to bring their iconic entertainment and music clients to a whole new gaming fanbase,” says Dave Tovey, head, Tinderbox. “We know that in-game partnerships are an effective way to strengthen connections with players, and in collaboration with Global Merchandising Services, we are uniquely positioned to answer the ever-growing demand for this area of digital licensing.”  

Related:Atari Signs Tinderbox to Expand Licensing Program

“We are happy to partner with Beanstalk and further develop our clients’ brands within the gaming space,” says Jens Drinkwater, head, licensing, Global Merchandising Services. “We feel that Beanstalk’s focus and relationships with some of the biggest gaming names will lead to exciting opportunities for all.”