By Allison Watkinson
WildBrain CPLG has entered a licensing partnership with Devolver Digital to represent the Fall Guys gaming brand in Asia.
Under the terms of the partnership, WildBrain CPLG will be responsible for managing the consumer product licensing rights in multiple territories across the continent.
These territories include mainland China, Japan, Hong Kong, Macau, Taiwan, South Korea, Thailand, Vietnam, Malaysia, Singapore, Indonesia, Philippines, Brunei, Cambodia, Laos and Myanmar.
WildBrain CPLG plans to expand Fall Guys’ merchandise portfolio into additional product categories such as apparel, accessories, homewares, stationery and collectibles.
“Gaming brands are hot property, and Fall Guys has quickly become a fan favourite, capturing the imaginations of millions around the world,” said WildBrain CPLG Singapore VP, Ben Peace. “As the game’s popularity continues to surge, we’re seeing a rapidly growing appetite for merchandise, and we’re responding with an ambitious licensing programme to offer fans new ways to celebrate the game.
“Fall Guys is the perfect addition to our expanding portfolio of popular entertainment properties, and we look forward to leveraging our expertise to build a creative portfolio that engages fans across APAC,” Peace added.
WildBrain CPLG has already secured two new licensees for the Fall Guys IP in Japan since the initial launch of the representation agreement. The newly signed licensees are Caitac Family for apparel and accessories and Tachibana for pillows and homewares.
Tachibana and Caitac Family join the brands’ existing Japanese licensing portfolio which includes high-profile partners such as SEGA, Bandai, Kotobukiya and more.
“WildBrain CPLG is the perfect partner to help us expand the Fall Guys consumer products programme throughout Asia; the spiritual home of video games,” said Devolver Digital head, Fée Heyer. “The agency has built amazingly creative, well-considered and consumer-centric programmes for entertainment royalty over the years, and we can’t wait to see what they have planned for Fall Guys across the APAC region.”
Fall Guys is a free-to-play multiplayer battle royale game that has been owned by Epic Games after the company acquired its original developer Mediatonic Games and its parent company the Tonic Games Group in 2021.
Devolver Digital is currently responsible for managing the global consumer product licensing and merchandising initiatives for the Fall Guys franchise.