Toy market news

PMI to launch Brawl Stars toy line in summer 2022

Gaming-sector toy manufacturer and distributor PMI is to release a multi-territory toy line based on the hit gaming IP Brawl Stars, which will include collectibles, action figures, plush, stampers and more.

The deal was agreed with Helsinki-based Supercell, makers of the Brawl Stars brand, and LINE FRIENDS, a global consumer products licensing partner for the Brawl Stars brand, and was brokered by licensing agency WildBrain CPLG on behalf of LINE FRIENDS, and by Big Picture Licensing representing PMI.

First launched in 2018, the Brawl Stars mobile game has become a global hit with 300M downloads in over 164 countries, boasting a huge fanbase globally across many regions of Americas, Asia, Europe, EMEA and CIS. Brawl Stars is a multiplayer online battle-arena and third-person hero shooter game with multiple game modes.

Brawl Stars fans can expect to see the new collection hitting the market from the summer of 2022. The range will launch in EMEA as well as North America, Japan, Hong Kong and Singapore and will be a key addition to the brand’s existing licensing program, which covers apparel, accessories, health and beauty, home, party, promotions, stationery and back-to-school.

On behalf of LINE FRIENDS, WildBrain CPLG represents Brawl Stars across the UK, Ireland, France, Germany, Italy, Iberia, Benelux, Nordics, CEE, Greece, Turkey, Russia, Belarus and Ukraine.