LEGO Overwatch
Consumer Products

LEGO, Hasbro launch new Overwatch products

Blizzard Entertainment makes hay for gaming properties Overwatch and World of Warcraft while licensee interest is high.
November 5, 2018

Activision Blizzard subsidiary Blizzard Entertainment is launching a raft of new consumer products inspired by its gaming properties.

The bulk of these SKUs are based on Overwatch, a popular team-based multiplayer video game available on PlayStation 4, Xbox One and Windows. Players are assigned to two teams of six that then work together to secure and defend points on a map or escort a payload from point A to point B in a limited amount of time. Blizzard reported US$1 billion in revenue for the year after the 2016 release of the game, which has attracted more than 40 million players since.

Danish brickmaker LEGO will be bowing six new Overwatch-themed building sets (pictured) at retail early next year, ranging in price from US$14.99 to US$89.99. The kits will feature characters and vehicles from the video game, and a previously announced LEGO Overwatch Omnic Bastion building set will be available online through the Blizzard Gear Store.

Overwatch’s master toy partner, Hasbro, is gearing up to launch a range of NERF products inspired by the game in January, with a number of blasters currently available for pre-order through GameStop. Additionally, an assortment of Overwatch figures from the toymaker will hit shelves in spring 2019.

In other toy news, Funko has revealed a new POP! vinyl figure inspired by the new Overwatch hero Ashe that is available for purchase online through the Blizzard Gear Store.

Blizzard also inked a new deal with Her Universe for apparel inspired by Overwatch and World of Warcraft that will launch online through Her Universe and the Blizzard Gear Store. Apparel for both men and women is set to debut at BoxLunch in November and at Hot Topic in December through the company’s Our Universe label. Both retailers will be launching T-shirts featuring fan art in November.

Uniqlo plans to expand its Blizzard Entertainment collection in the spring, with a new apparel line inspired by the company’s gaming franchises.

The new consumer products rollouts were announced at BlizzCon, the company’s annual games and community convention in Anaheim, California. Earlier this year, The Overwatch League—a professional eSports league dedicated to the video game—inked a multiyear deal with Twitter to deliver highlights and live-stream content on the platform.

These new deals follow a summer that saw blockbuster gaming properties like Overwatch and Fortnite ink dozens of consumer products agreements with companies such as Jazwares, Funko, Moose Toys and Hasbro.

About The Author
Elizabeth Foster is Kidscreen's Copy Chief & Special Reports Editor. Contact Elizabeth at efoster@brunico.com

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