Licensees Focus


31 May - 2019

SYBO Games, celebrates Subway Surfers’ 7th birthday and a whopping 2.5 billion downloads by announcing that the Copenhagen-based company has appointed Alpha Group  as global master toy licensee for its mobile game phenom

Alpha Group will have worldwide rights to manufacture and market Figures, Vehicles, Remote Control toys, Plush, Electronic Toys, Smart Toys Games, Role Play, Dress-up and Accessories, Consumer Electronics, Novelties, Activity and Seasonal products based on Subway Surfers, the world’s most downloaded endless runner mobile game, and SUBSURF®, the property’s consumer and lifestyle merchandise brand.

SYBO Chief Commercial Officer Naz Amarchi-Cuevas made the announcement in advance of Licensing Expo in Las Vegas, “We’re thrilled Alpha Group is the official toy partner for SUBSURF. The company has a proven record in bringing amazing and innovative products to market; and most importantly they fully understand the culture, ethos and pillars that embody the SUBSURF lifestyle.”

The vision SYBO has for Subway Surfers beyond the phenomenal success of the game is incredibly exciting” said Brehan Maul, General Manager North America & Head of Marketing for Alpha Group. “As the master global toy partner, we’re excited to do our part and deliver a wide array of inspired consumer products that express the authentic street-smart, edgy youth culture, skate, music and dance influence the property’s loyal fans demand.

The first SUBSURF Alpha Group products are expected to hit shelves in 2020.

SYBO has signed ten Licensing Agents to cover more than 30 territories around the world including Retail Monster U.S. who helped broker the deal. Other agents covering Latin America, U.K., Europe, India and Russia, will be announcing additional partnerships in various categories in the next few weeks.

This May SYBO Games’ world-trotting Subway Surfers celebrates its 7th anniversary and hit a new milestone, achieving over 2.5 billion downloads. A recent study by Kids Insight found that Subway Surfers is one of the top 20 apps, not just games, on kids devices.

The game continues to set record after record. It was the second most downloaded mobile game of 2018, the first and only game to cross one billion downloads and the most downloaded game ever in Google Play‘s 10-year history, and the most downloaded endless runner game in the App Store‘s history.

Subway Surfers: The Animated Series, a 10 x 4 minute-series scripted by Brent Friedman (Star Wars Rebels, Star Wars: The Clone Wars) and produced by Daytime Emmy award-winning producer Sander Schwartz (The Batman, Justice League, Scooby Doo), premiered in 2018 and is currently on SYBO.TV.  A long-form series is slated for the near future.

Subscribe to our newsletter

Read our last issue


Fizz Creations  announce the introduction of Sonic the Hedgehog to their extensive collection of licensed gifts In a year when a certain hedgehog turns 30, Brighton based Fizz Creations are delighted to announce the introduction of Sonic the Hedgehog to their...

read more