Exquisite Gaming

Total Licensing talked to Alan Fenwick, CEO and Ben Beattie, Creative Director to find out more about fast-growing licensee Exquisite Gaming.

Who are EXG?

Exquisite Gaming Limited believes in creating Products with a Purpose. Based in London, we are passionate gaming and entertainment specialists, enthusiastically committed to delivering unique, authentic and collectable products, intended to surprise and delight fans all over the world.

What products and licenses are at the core of EXG?

Whether holding a gaming controller for charging or acting as a place to rest your mobile phone, the Cableguy is at the core of EXG adding value to collectibles through giving them a purpose. Made by a team of gaming, movie and comic fans, EXG’s Cableguys are created with those passions at the forefront and delivered as high quality, fun, functional collectibles to fans. Although the original Cableguy solution was primarily for the gaming community as a controller holder, fans sharing content of their extra everyday uses catapulted a rush to expand the EXG licensing portfolio to include some of the worlds’ best entertainment brands. EXG’s current licenses serve passionate communities of retro gaming fans, hardcore gamers, pop culture and movie fan geeks, including to name a few, the likes of Disney, Marvel, Sega and Activision.

For a young company, what have been EXG’s highlights?

EXG has come a long way and grown exponentially over the last four years with the appreciated support of retailers, licensors and fans from the original “Eureka moment” that brought the idea of a Cableguy to life, secured first licensing rights and got first orders to shelves in Europe, U.S. and Australia. 2020 saw EXG both doubling the portfolio of licensed brands under its belt as well as submitting its first worldwide patent on the R.E.S.T. holding system to further stylise Cableguys with functionality and grow the storytelling power of fan favourite characters. With a growing team all filled with passion for the licensed brands, EXG also hit a 2021 milestone of $100 million total global retail sales and will continue to move forward enthusiastically to ensure customers get their hands on the best possible products.

What can we expect in the future from EXG?

EXG is not just about Cableguys and enhancing EXG’s offering is a constant, evolving process. NADA eSports, Metamerch and Geekables complete EXG’s portfolio of brands complimenting Cableguys with other must have accessories built on fan favourites whilst there are further brand new, exciting product categories in development for these brands. The future of EXG is very bright and

busy with the endless ideas circulating on what to do with our current licenses as well as some incredibly exciting new licenses being added to the roster. The fan-inspired, engaged ecosystem driven by the cultural impact of social media and the changes in content consumption will continue to push EXG in developing fun collectibles and sharing those passions with fans.