Mattel Halo 6in Falll16 Clipped For Marketing 02

The Halo sci-fi franchise is adding licensed products and licensees and expanding its market to boys ages eight to 14 and into Mexico, Latin America, Europe, Australia and New Zealand.

Celebrating its 15th anniversary, the Halo franchise is an award-winning collection of properties with more than $5 billion in worldwide sales to date that has transcended video games and grown into a global entertainment phenomenon. In 2004, the Halo Franchise pursued a dedicated licensing program with the release of Halo 2. Since then, more than $1.5 billion in Halo consumer products have been sold worldwide.

The list of licensed products includes action figures, apparel, accessories, construction toys, novels, comics, video and music. “We‘ve got a pretty broad licensing program,” Director of Consumer Products John Friend emphasizes. “We’re involved in everything from toys and collectibles through all categories of soft goods, some home goods and then including films, DVD publishing and digital sell-through of original programming, such as Halo 4: Forward Unto Dawn on Netflix.”

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1 Mass Effect Normandy

EA’s licensed products give players more of its games’ worlds with a player-first mentality.

By Alan Dorich

Electronic Arts (EA) Inc. follows a “player-first mentality” in every move it makes, Licensing Director Ryan Gagerman says. “We’ve used that as our guiding principle, which is, if it’s good for the player, it’s good for us as a company,” he explains.

Redwood City, Calif.-based EA is a leading producer of interactive entertainment software, including games, content and online services for Internet-connected consoles, personal computers, and mobile phones and tablets. The company’s portfolio includes such popular titles as EA SPORTS MADDEN and FIFA, Battlefield, Dragon Age, Plants vs. Zombies and Mass Effect.

EA has extended its player-first philosophy into the licensing of products based on its games, Gagerman says.  Working with companies that understand the video game industry and are able to offer products that fit the culture or DNA of the game in question, is how EA selects those its partners with.

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