Danish mobile games developer SYBO Games is launching consumer products inspired by its bestselling app Subway Surfers. The new brand, SUBSURF, will debut at Brand Licensing Europe this week.

Naz Amarchi-Cuevas of 212 Degrees Consulting was tapped by the developer to oversee its licensing efforts. Previously, Amarchi-Cuevas served as CEO of Zoobe Entertainment and as EVP of global consumer products licensing at Rovio Entertainment.

The SUBSURF brand will blend a number of influences including street art, youth fashion, skate culture and dance. Moving forward, SYBO Games is looking for licensing partners to create additional consumer products for Subway Surfers’ Gen Y and Gen Z fans as part of the new CP program.

In addition to the consumer products push, the app is set to become an animated TV series. The upcoming 26 x 13-minute show will premiere in 2018. Currently in pre-production, the show is being produced by teams in Copenhagen, L.A. and Toronto with SYBO Games’ head of animation Sander Schwartz (Skylanders Academy, The Batman) leading production.

SYBO Games has also tapped Daniel Persson as head of games to expand on the company’s current titles and develop new games. Persson previously worked with the UK-based interactive entertainment company King, an independent unit of Activision Blizzard. Since its launch in 2012, the Subway Surfers stable of games has been downloaded more than 1.6 billion times.