||||In 2022 Scopely, a leading global gaming company, launched the mobile game Stumble Guys: with over tens of millions of players every month all over the world, Stumble Guys is continuously attracting new fans of digital games. It was one of the top 10 apps downloaded in 2022 and in 2023 it won the prestigious Best Ongoing Game at the Google Play Awards!
Stumble Guys, focus licensing on the kids property
The game has enormous success: it’s constantly growing thanks to its fun and fast-paced gameplay, its ever-growing collection of characters and maps, its wide community of creators as well as monthly collaborations with famous IPs and brands (for example NERF, Barbie, Monopoly, Tetris, or the famous Gen-Z creator Mr. Beast who recently became a character of the game!)
In a very short time, the Scopely team has expanded the game, entering the licensing and merchandising world, where it’s experienced great success and holds tremendous potential.
Starbright Licensing is the Italian Licensing Agent. 2024 will be the year of Stumble Guys and Giada Paterlini, President of Starbright Licensing, is about to tell us why Stumble Guys has quickly conquered many players of different ages.
Stumble Guys has quickly conquered many players of different ages. What is its strength?
We think that Stumble Guys is a great success thanks to its appealing graphics, over 500 characters, many maps to explore and multiple ways to play the game – and the possibility to play for free, by yourself or with friends. It’s a social game that has gone viral in social media, and that it’s constantly updated with new, fresh content that expands its unique universe. It’s not easy to summarize in a few words the success of this game in Consumer Products: Stumble Guys launched the licensing program early last Spring and quickly saw immense potential and success. Starbright immediately believed in this property and in its adaptability. In Italy, we were quick to achieve strong results in a short period of time, thanks to our partners, who believed in the project from the start and invested in it. We have a very strong market in Italy, which we are planning to keep developing further with exciting launches in 2024. Scopely’s experience as a licensee (with many of its games being AAA IPs, such as MonopolyGO, Marvel Strike Force or Star Trek Fleet Command) meant we had an incredible partner as licensor for Stumble Guys: the team understands our partners’ needs and timelines, and has provided great support to all of them. We are very excited about the success and potential that Stumble Guys brings as a global brand. And this is just the beginning!
How many applications of the brand can there be in the licensing business?
There are no limits on categories or targets. Stumble Guys speaks to all audiences, as it’s gender neutral – diversity and inclusion are key elements of the game and it caters to all ages and all genders. The list of over 500 characters (with new added every month) keeps the brand fresh and trendy, with enough variety that will keep every consumer eager to collect them all! So far, in Italy, we have already closed several licensing agreements: Diramix for collectible cards stickers, mini 3D and stretchable, Grani & Partners as preferred suppliers partner for loyalty and promotion, Preziosi Food for Salty Snack, Elg Food for confectionary, Clementoni for Puzzle, only to name the main ones. As for international partners, PMI (Toys) and Panini (stickers) are just the first global partners to jump on board of the program. The Licensees have been able to react quickly to the rising market demand for products in 2023, and have been developing more products for 2024 launches and beyond.
Stumble Guys has already co-worked with many famous brands such as Hot Wheels and Barbie, SpongeBob, The Smurfs and more to be announced. Are these partnerships usable for products?
These collabs have been created as a limited period of time in-game, where the players can play with their beloved characters in unique maps and special events. The winning factor is the constant renewal of new collaborations, bringing new experiences for the players.
Which other collaboration can we expect in 2024?
From SS 2024, starting from February, the main apparel retailers as OVS and Calliope will start selling the first apparel collection, then the back to school with Pool Over will follow, publishing, and more to come. For the Toys, Stumble Guys and PMI’s Kids World, have closed a global agreement for a new toy line coming in 2024. When we can see the toy in Italy in 2024. PMI is the global master toy partner appointed by Scopely and it will be launching action figures, plush and more across all key markets in 2024. Stumble Guys is planning a global marketing campaign to support this launch, which is the first global initiative for the brand in consumer products. Regarding collectible toys, Diramix has already released the first collections of mini 3Ds (sold out), collectible cards and the brand new Monsterflex (stretchables) and new launches are confirmed for 2024 with an important marketing campaign in support.
Which marketing and communication campaigns will support the launches of new Stumble Guys products?
Every licensee is strongly committed to support the launch of its products with marketing activities, constantly renewing the products themselves, following the game’s evolution. Scopely, the Licensor, will focus on trade marketing initiatives all around the world: in 2024 Stumble Guys will be seen everywhere! Big global players as PMI and Panini have already planned important marketing investments that match the exciting releases in-game planned for 2024.
Stumble Guys has generated 45 billion of views on Social as TikTok, YouTube and Discord, with original content, fan art and more. How will you use this tool?
Since Stumble Guys can reach a wide community of consumers of different ages and genders, the appreciation and admiration from fans of the game is present everywhere. From Tiktok to Discord, to Youtube, the key socially viral element of the Stumble Guys IP makes it immensely attractive, especially to those partners looking to attract the Gen Z audience and making orproducts. Stumble Guys’ official content creator program is an example of how fans dedicate many hours every week to tell others about the game and to make known all the new maps, characters and other exciting events that are released every month in the game.
Stumble Guys is now available on mobile and PC, but it will soon be launched on Xbox and Playstation. How will this new expansion impact the brand?
The upcoming launch of Stumble Guys on Xbox marks the beginning of a long-term growth plan. The initial launch on mobile allowed it to reach a wide audience in a short time, and new platforms will strengthen the game awareness even further. We expect more news in the future. We are at the beginning of a long road, and Stumble Guys is our new asset along with our strongest properties Dragon Ball and Hello Kitty.
What is Stumble Guys
Stumble Guys is an online massive multiplayer party knockout game in which up to 32 players stumble round after round through unique maps – until one winner is crowned! The game is enjoyed by tens of millions of players every week – it’s a viral sensation across the globe!
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