Beanstalk’s digital division is on board to support Activision’s top-selling video game franchise throughout Europe.

Activision has appointed Tinderbox, the digital division of Beanstalk, to represent its video game franchise “Call of Duty” for licensing in Europe.

Tinderbox will now actively pursue licensing opportunities for the brand across apparel, fashion accessories, gift and novelty, consumer electronics and home décor. The agency will also aim to create new touchpoints with fans beyond the game.

“We are thrilled to partner with Tinderbox to build our ‘Call of Duty’ consumer products footprint in Europe,” says Ashley Maidy, vice president, global consumer products, Activision Publishing. “Tinderbox truly understands the ‘Call of Duty’ franchise’s place in entertainment and pop culture. This, combined with their expertise in building major brand extension programs, provides us with an opportunity to reach our fans outside of the core game through a variety of highly relevant, global product extensions.”

“Call of Duty” was the No. 1 top-selling console video game franchise worldwide in 2016–the seventh time in the last eight years–and continues to inspire a raft of consumer products due its levels of player engagement from a global community of fans.

“‘Call of Duty’ is one of the most iconic videogame franchises in history,” says Dan Amos, head, Tinderbox. “Its reach extends into the fabric of pop-culture with references in all forms of media, globally. Tinderbox is proud to join the team at Activision in developing consumer product extensions for this massive franchise throughout Europe. ‘Call of Duty’ has potential across a broad range of categories and distribution channels; we are excited to begin work and look forward to great program extensions to come.”