By Gary Symons
TLL Editor in Chief
The charmingly clumsy beans from the hit video game Fall Guys has now entered the licensing world with a bang … or maybe a thud.
Devolver Digital says it has signed several worldwide, and world class, licensing partners for the record breaking title from Epic Games, which also produces Fortnite.
“Fall Guys is cool, colourful, global, cross-platform, cross-generational and free for all – making it perfectly suited to consumer products,” said Fée Heyer, head of global licensing at Devolver Digital. “Collaborating with creative, knowledgeable and market-leading partners like Moose Toys, Hasbro and Wow Stuff! means we can bring Fall Guys to life through consumer products that will thrill its community.”
Developed by Mediatonic and published by Epic Games, Fall Guys is a multiplayer party game where hordes of exceptionally clumsy beans take on bizarre obstacles and colorfully chaotic game show rounds in an epic quest for the Crown.
Epic acquired Mediatonic as part of its purchase of the Tonic Games Group, the company that owns Mediatonic Games, the creators of Fall Guys, in March 2021. Since then the game has exploded in popularity, and is now becoming a magnet for major licensing partners, including Moose Toys, Hasbro and Bandai, among others.
“As the Fall Guys game grows in popularity the arrival of these new figures, collectables and premium plush from Moose Toys deliver an entirely new way for fans to experience the brand they love,” said Joe Smith, VP of global marketing, licensed brands at Moose Toys. “We had a blast bringing to life the first-ever Fall Guys toy line and working with the incredibly creative teams at Devolver Digital and Mediatonic.”
Devolver says it has now signed seven separate licensing deals for Fall Guys with the following companies:
- Moose Toys: master toy partner (appointed 2021), with Fall Guys premium plush, action figures and collectables are on sale now.
- Hasbro: board games. Monopoly Fall Guys is on sale now.
- Wow! Stuff: Figurines and gifts. Wow! Pods Fall Guys are on sale now.
- Bandai: Capsule toys on sale in Japan and available in the US from August.
- Kotobukiya: Collectable figures available to pre-order globally.
- Super Impulse: Mini figurines on sale from spring 2023.
- ItemLab: Sustainable Godzilla and Fall Guys collaborative plush available first on Fall Guys Merch store from October 2022.
All partners have worldwide rights within their associated categories, and major retailers are on board for distribution worldwide, including Amazon, The Entertainer and Boots.
Richard North, CEO at Wow Stuff, says the partnership has already resulted in rapidly growing sales to an enthusiastic fan base.
“We launched Fall Guys WOW! PODS several months prior to the recent ‘Free for All’ launch,” said North. “The reaction by the fans was terrific then, but it’s ballistic now! We’ve shot up the rankings on Amazon and hit 4.7 stars out of 5 for Fall Guys.”