46-47 LSB 2022 SOTN Gaming.qxp_NEW LSB 2008 GRID 11/01/2022 10:02 Page 46
STATE OF THE NATION: GAMING
2022 kicks off with continued innovation between licensed brands and the gaming category – including two well-known names entering the metaverse and a new clothing collection inspired by a major video games franchise.
Inset: Jazwares Game Studio is the company’s ‘next evolution’ in innovation it says, while Squishmallows has launched into Roblox.
Games masters Jazwares makes gaming move
Jazwares has revealed the launch of its Squishmallows brand on Roblox – while also confirming Jazwares Game Studio. Developed in-house, the Squishmallows game aims to connect fans in the social virtual world, giving them the chance to customise their own Squishmallows-themed home and play mini games. With Roblox averaging over 47 million daily active users, Jazwares is leveraging its portfolio, design and development expertise, to create new immersive branded experiences on the Roblox platform. In addition to the debut of the Squishmallows game, Jazwares has also officially announced its new game studio, further expanding play opportunities for kids within the metaverse. Under the name Jazwares Game Studio, the company has assembled talent helmed by Roblox developers Kyle Hulse as operations director and Samuel Jordan as creative director, to help bring to life its vision. “Jazwares Game Studio is our next evolution in innovation,” explained Laura Zebersky, president at Jazwares. “We’ve always had our fingers on the pulse of trends and as we have seen the Metaverse expand, we wanted to be able to create enriching play experiences where kids are spending more and more of their time.”
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LICENSING SOURCE BOOK EUROPE 2022
Above: Kappa’s collection is composed of three ranges, Banda, Logo and R6.
Over the Rainbow for Kappa Italian sportswear brand, Kappa has teamed up with Ubisoft to launch a capsule collection for the Rainbow Six video games franchise. The deal was brokered by Ubisoft’s licensing agency, IMG. The exclusive collection aims to blend contemporary fashion with the gaming world, while integrating the Rainbow Six Siege DNA. It is composed of three ranges – Banda, Logo and R6 – with products including hoodies, casual t-shirts, a jacket and a tracksuit, all in black, grey and blue tones taken from the Rainbow Six Siege universe. Each product features recognisable details such as the combination of the Kappa Omini logo with the Rainbow Six logo, creating a ‘banda’ which runs along the sleeves of the jacket and the sides of the sweatpants.
