Publisher Activision Blizzard has more than doubled its licensing partners in the last year to 150. They have also increased their retail space by a third. Call of Duty licenses include Turtle Beach, Brady Games, BioWorld, and PowerA.
"Our licensing strategy is focused on partnering with industry leaders and category experts who will align well with our games' demographics and deliver meaningful brand extensions," said Ashley Maidy, VP of global licensing and partnerships.
"Deeper integration at retail is a key element of our expansion plans. Licensing has allowed us to secure space outside of the video game aisle, providing our fans with multiple touch points for consumer interactions. Additionally, the programs have garnered space in non-traditional gaming retailers like WH Smith and Smyths in Europe. Overall, this holiday we are increasing our retail space by more than one third over last year."