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.”

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.

Teletubbies checks into the metaverse

Digital entertainment and media platform, Azerion is welcoming the Teletubbies brand to the metaverse in celebration of its 25th anniversary this year. Under a new partnership with WildBrain, the collaboration kicked off with an exclusive release of virtual products in the virtual worlds and social gaming platforms, Habbo and Hotel Hideaway. The first products available for purchase with virtual currency included Teletubbies-branded avatar onesies based on Dipsy, Tinky Winky, Laa-Laa and Po, as well as custom furniture such as the Tubby Toaster, Custard Machine and Noo-Noo the vacuum cleaner, for players to decorate their rooms in the game. The brand partnership and launch is managed by Bare Tree Media, in collaboration with WildBrain CPLG. “The nostalgia that the Teletubbies evoke as true pop culture icons is a perfect fit for the game demographics and we look forward to further releases throughout 2022,” commented Robert Ferrari, president of Bare Tree Media.

Above: Hello Kitty and Friends have been introduced into the Toca Life World game.

Toca Boca welcomes Hello Kitty

Sanrio has partnered with digital games studio, Toca Boca to enhance Hello Kitty’s presence online. Hello Kitty and Friends have been introduced into the Toca Life World game, with the launch of a furniture pack for the Home Designer creator tool featuring home decoration items from Hello Kitty, Kuromi, Badtz-maru, Gudetama and My Melody. “We’re thrilled to welcome Hello Kitty and Friends into our digital world, providing players with new tools for self-expression while enhancing Sanrio’s digital presence with a new generation of playful people,” commented Max Heirbaut, senior manager franchise development at Toca Boca.

Koyo grows Ubisoft partnership

Entertainment merchandise specialist Koyo and video game publisher Ubisoft have expanded their partnership to launch officially licensed Far Cry 6 collectables. The new products will build on Koyo’s existing Tom Clancy’s Rainbow Six offering, which encompasses a range of pin badge collectables based on the characters and items from the franchise. The Far Cry 6 collection will include a logo keyring, logo pin badge, 3D Lion pin badge, animal pin badge sets, backpack pin badge sets, a patch set, steel mug and a 500ml water bottle. “We’re thrilled to have expanded our longstanding partnership with Ubisoft to include Far Cry 6 collectables for the very first time,” said Helen Garlick, coo of Koyo.

Left: Koyo has expanded its partnership with Ubisoft on the new range.

Concept One adds Blizzard brands

Fashion and entertainment accessories specialist, Concept One has joined forces with Blizzard Entertainment to create products for Overwatch, Diablo IV and World of Warcraft. The deal follows on from a successful partnership with Activision for Call of Duty. The company will now develop and distribute cold weather accessories, headwear, bags, wallets, coin purses/pouches, lanyards, bandanas and wristlets across all channels of distribution from autumn/winter 2022. “With the momentum around e-sports and gaming, which we don’t see slowing down, Concept One was eager to partner with Blizzard on their fantastic roster,” commented Lauren Dennis, licensing consultant at Concept One. “Concept One looks to build on the games’ past successes in addition to the new releases in 2022.”