By Gary Symons
TLL Editor in Chief
Leading licensing agency CAA Brand Management has been named the official licensing agency for Scopely’s multi-award-winning party battle royale game, Stumble Guys.
The deal follows the global success of ‘Stumble Guys’ toys introduced in March 2024, with a second series just released, along with trading cards and stretchable toys.
Under the agreement, CAA Brand Management will manage the Stumble Guys consumer products licensing and brand extension program in the U.S., the UK, Europe, the Middle East, and beyond.
The agency said it will be focusing on key categories, including apparel and accessories, back-to-school items, toys, housewares, and more.
This agreement with CAA Brand Management follows a momentous year of growth for Stumble Guys. The game franchise not only expanded its gameplay onto new platforms, but also forged key partnerships with some of the most iconic franchises in the world, and extended its reach into several categories in the consumer products space.
A key success came when Scopely and PMI Kids World launched the first Stumble Guys collectible toy line in March 2024, which became a massive global success at major retailers, including Wal-Mart and Target.
Following the positive fan reception, Scopely and PMI are now introducing a second series of collectible toys at Wal-Mart, once again transforming the game’s beloved roster of characters, or Stumblers, into new collectibles.
The Stumble Guys universe has also extended further into the physical world with trading cards (in partnership with Panini), stretchable toys (with Diramix) and more.
The success of Stumble Guys’ licensing program is based, of course, on its dedicated fan base. The game logs more than 50 million players each month, and has enjoyed nearly 700 million downloads. Originally released as a game on mobile and PC, it has expanded to all major consoles, including Xbox, PlayStation, and Nintendo Switch, further increasing its popularity.
“We see significant potential to expand the game’s reach by extending the brand into the consumer products industry, aiming to create innovative partnerships across diverse product categories that appeal to both casual players and dedicated gamers alike,” said Noah Gelbart, President, CAA Brand Management.
Jake Bales, SVP and General Manager of Stumble Guys, says the time was right to engage the horsepower at CAA Brand Management, which is one of the top 10 agencies globally by licensed sales.
“It’s been a landmark year for Stumble Guys, both on and off the screen,” Bales said. “Following our successful expansion to all consoles and the global launch of our toy line, we’re bringing Stumble Guys beyond the screen and into the everyday lives of our players through this partnership with CAA Brand Management.
“With hundreds of millions of players around the world, the Stumble Guys brand continues to grow as we create even more ways for our community to enjoy Stumble Guys wherever they are.”