Industry News


2 Aug - 2022

Devolver Digital partners with licensing agents Retail Monster and Merchantwise for Fall Guys and brings Big Top on board to manage trade PR

Devolver Digital, global publisher of some of the most original, eccentric and beloved games of the past decade, has partnered with Retail Monster and Merchantwise to expand the Fall Guys consumer products programme in North America and Australia/New Zealand, respectively. UK-based agency Big Top has also been appointed to manage trade PR for Fall Guys consumer products.

Developed by Mediatonic and published by Epic Games, Fall Guys is the massively multiplayer party game where hordes of exceptionally clumsy beans take on bizarre obstacles and colourfully chaotic game show rounds in an epic quest for the crown.

Fall Guys recently launched free on all major gaming platforms, and within the first two weeks of Season 1 has already notched up more than 50 million players worldwide. 

Fee Heyer, head of global licensing at Devolver Digital, said: “With the game now free on every platform, this is a really pivotal point for the Fall Guys consumer products programme. The brand already has over 50 million fans and going free will only further expand this massive – and massively loyal – fanbase who are ready and willing to buy Fall Guys merchandise. 

“It’s brilliant to have Retail Monster and Merchantwise on board, but it’s just the start and I’m looking forward to meeting other licensing agents with equally strong territory-specific expertise who believe they can bring something special to the Fall Guys programme. It’s also great to welcome Big Top on board, managing director Charlie Le Rougetel has decades of experience working in the video games and licensing sectors, so her team was a natural fit for us.”

Retail Monster founder and CEO Michael Connolly: “I was excited to see my own kids fall in love with this brand very early on, and now that it’s available free on almost any imaginable platform, I am equally as excited to work on it as a Licensing Agency.  The teams at Devolver and Epic Games have done an amazing job getting this brand ready for the market, and we hope to deliver that to the North America fan base and retailers alike!”

Merchantwise’s Managing Director Kerryn McCormack: “We are very excited for this new Fall Guys partnership with Devolver and of course the entire Epic Games family.  Fall Guys has quickly become a global success and as such we can’t wait to explore strategic licensing opportunities for this fun and vibrant video game brand across Australia and New Zealand.  Both the bright look and colourful feel of the Fall Guys characters perfectly lend themselves to licensed consumer products and we very much look forward to rolling out a strong licensing programme across the two countries.” 

Big Top managing director Charlie Le Rougetel: “There is no cooler gamers publisher than Devolver Digital, or a games brand more suited to consumer products than Fall Guys. To work with this team on that IP is something pretty special.”

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