Activision has signed up with so many licensees that it now has double the partnerships it had last year, so expect Skylanders and Call of Duty merchandise in every store.
At the Licensing Show Expo 2013, the publisher announced that it now has a portfolio of more than 150 licensing partners, over twice what it had this time last year.
It’s now the 100th biggest global licensor in the world according to the License! Global’s Top 150 Global Licensors List of 2012, and in the past 18 months has earned the title of one of the fastest-growing licensors in the world.
Most of Activision’s licenses are related to Call of Duty and Skylanders, but it is also expanding its options as regards Destiny, Bungie’s new shared-worlds shooter.
Some of the companies involved include Penguin; Topps; Rubies; MEGA Brands; PowerA; American Greetings; KIDdesigns; Cortina Leomil Group; USAopoly; MZBerger; Frito-Lay; McDonald’s; Turtle Beach; BioWorld; and Brady Games.
Activision’s vice president of global licensing, Ashley Maidy, said that deeper integration with retail is a key element of the publisher’s expansion plans.
“Licensing has allowed us to secure space outside of the video game aisle, providing our fans with multiple touch points for consumer interactions. Additionally, the programs have garnered space in non-traditional gaming retailers like W.H. Smith and Smyths in Europe. Overall, this holiday we are increasing our retail space by more than one third over last year,” the executive said.