League of Legends

Spin Master presses play with League of Legends

As the eSports market grows in popularity, the toymaker is getting in the game with action figures, playsets and roleplay items inspired by the multiplayer PC game.
September 17, 2020

Spin Master has inked a multi-year agreement to be the global master toy partner for Riot Games’ League of Legends. The Toronto-based toymaker will launch action figures, playsets and roleplay items inspired by the PC game, with products expected to hit shelves in fall 2021.

League of Legends first launched in 2009. The multiplayer online strategy game sees players team up to battle and conquer each other’s bases.

The deal was brokered by Riot Games’ global licensing representative CAA-GBG, and joins a growing list of recent consumer product deals for video game IPs. Hasbro and Moose Toys recently inked agreements with Fortnite, while Roblox has partnered with companies including Jazwares and Bioworld.

These types of partnerships will likely only proliferate as the popularity of eSports continues to grow. Recent data from finance app RoosterMoney found that kids are shifting more of their spending money to online games. Market researcher Statista, meanwhile, estimates the eSports category is likely to reach US$1.79 billion in revenue by 2022.

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