14 DAY TRIAL // Video game developer PopCap Games has announced that it has entered into licensing agreements with a number of partners aimed at using its intellectual property to create a number of real world items, starting with products based on Plants vs. Zombies, which should be released before the end of spring.
The list of partners includes: Trends International, Bioworld Merchandising, Funko, MjC International, JazwaresÔ and Walls360.
The products that will be created are: bags, accessories, apparel, headwear, toys, figurines, accessories like headphones and speakers, wall graphics, adult sleepwear and boxers, calendars and posters.
Brennan Townley, who is the director of brand licensing at PopCap Games, stated when the announcement was made that, “We’re taking a measured, deliberate approach to licensing our IPs, focusing on quality brand extensions that expand our unique game icons and experiences for our fans in authentic, meaningful ways.”
He added, “The partnerships we’ve announced today represent partnerships with some of the most highly regarded licensees in their respective categories.”
PopCap Games says that the new partnerships are designed to leverage the virtual properties that it has and their reputation in the real world, allowing fans to get a number of items that bring their favorite characters and games to life.
The company says that after the release of Plants vs. Zombies branded items, it will work with the companies to launch a range of merchandise based around Bejeweled 3.
Other franchises that at some point will probably get their own line of items include Peggle, Bookworm and Zuma.
PopCap Games claims that close to one billion players have chosen to play its video games and the company has plans to make its core titles available on as many platforms as possible in order to expand that number.
The developer has not yet revealed what new intellectual property it is working on and whether it has plans to launch the virtual experience at the same time as a range of real world merchandise.