Tinderbox, the digital division of global brand extension agency Beanstalk, has been appointed by Activision to represent the licensing opportunities in Europe for the video game entertainment franchise, Call of Duty®.
Tinderbox will support the Call of Duty franchise by expanding the European consumer products footprint, and create new touchpoints with fans beyond the award-winning and critically-acclaimed franchise. Tinderbox will actively pursue opportunities in the lifestyle sector, including apparel, fashion accessories, gift and novelty, consumer electronics, and home décor.
Call of Duty was 2016’s No.1 top-selling console video game franchise worldwide for the seventh time in the last eight years, and continues to be a pop culture juggernaut worldwide. The hit series delivers cinematic intensity, epic moments and stunning visuals throughout each release, with unparalleled levels of player engagement from a global community of fans.
Dan Amos, Head of Tinderbox comments: “Call of Duty is one of the most iconic videogame franchises in history. 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.”
“We are thrilled to partner with Tinderbox to build our Call of Duty consumer products footprint in Europe,” said Ashley Maidy, vice president of 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.”