Mobile game Subway Surfers is riding a wave into an exclusive North American retail program with Walmart. The Copenhagen-based game developer SYBO is growing the game’s presence in the US, with toys, apparel, accessories and home tech, which will be available in the retailer this summer.
Licensees joining the brand’s new retail efforts, include Sakar (wheeled goods and safety gear); Accessory Innovations (bags and travel accessories); Franco Manufacturing (home textiles) and Bioworld (apparel and accessories). The game’s North American licensing agent, Retail Monster US helped broker the deals.
With more than 2.7 billion worldwide downloads, Subway Surfers is a popular endless runner mobile game co-developed by Kiloo and SYBO and is available on Android, iOS, Kindle and Windows Phone platforms. The new partners have signed on to the brand, while master toy partner Alpha Group is showcasing its first toys at the New York Toy Fair this week.
SYBO has also been gearing up for this growth the past year and tapped David Byrne and Naz Amarchi-Cuevas as COO and CCO, respectively, in order to grow the company’s reach. Ahead of this, the mobile game developer launched the CP brand SUBSURF in 2017 in order to grow the brand with merchandising and licensing. Beyond CP, the game has been turned into an animated TV series, and its 26 x 13-minute show for tweens was completed in 2018.