23 Sep - 2020

Tags from the story: Oddbods, Retail Monster, Subway Surfers.

With its portfolio of Gaming and Digital entertainment and lifestyle clients, Retail Monster has built an enviable reputation with brands who play in these strong growth industries for consumer products

In the digital space, the brands that they represent boast impressive downloads and views, reaching over 20 billion fans, with tens of millions of subscribers and hundreds of millions of monthly views and downloads. With significant growth in engagement throughout 2020.

Oddbods, the much-loved Preschool brand, which Retail Monster represents in the UK, saw its viewership on YouTube grow by 2bn in June and July 2020, and are planning for a targeted retail launch in SS21 with best in class Licensees. Rob Spindley SVP Business Development at One Animation comments: “The Oddbods Brand now reaches 41% of its targeted 2-6-year olds in the UK market. Working with Retail Monster; our strategic approach to launching consumer products into retail will see our loyal fans given the opportunity to interact physically with their beloved characters.”

In August 2020, Subway Surfers, the hit mobile endless-runner game, exceeded 3bn downloads. Making it the most downloaded mobile game in the world.

Alpha Group has recently launched the Subway Surfers toy range into Wal-Mart, Tesco, ASDA, TRU Canada and Amazon. With a comprehensive digital marketing campaign from SYBO and Alpha, and further category expansion by Retail Monster set to roll out in AW20, Subway Surfers is showing all successful signs of how an authentic integration with consumer products should be.

Naz Amarchi-Cuevas; Chief Commercial Officer and Head of Marketing and Licensing at SYBO Games commented: “What sets Retail Monster apart is their tailored approach that each brand needs and the correlation to where its authentic fans are at. Retail Monster can help not only breathe additional breadth to the IP but also, ensure it becomes an evergreen.”

Retail Monster has also tapped into the huge global fan base of the iconic Borderlands from Gearbox, building product ranges and promotions that speak directly to these fans, whilst appealing to non-gamers through fashion forward design and high-quality product.

The agency has become adept at converting huge digital engagement to consumer products sales. Working closely with their partners and e-Commerce and Omni-channel retailers to build product ranges and retail programmes that seamlessly bring the digital world into the physical world.

This approach also transcends Retail Monster’s non-digital and gaming clients.  Including Cottonwood’s smash hit, Find Me in Paris, and the much-loved Shelby Automotive brand, and Hitman Entertainment Studio’s Chuggington. Delivering fashion ranges, for both hardcore fans, and the mass market.

Subscribe to our newsletter

Read our last issue


Circana, the leading advisor on consumer complexity and formerly IRI and The NPD Group, has announced new insights on the European toy market at the London-based show. Across the seven largest markets in Europe (UK, France, Germany, Italy, Netherlands, Belgium and The...

read more