Activision Blizzard's new Consumer Products Group makes big splash

A Tracer figurine from the video game 'Overwatch'. A Tracer figurine from the video game 'Overwatch'. ACTIVISION BLIZZARD

Activision Blizzard says their new Consumer Products Group, which is focused on creating franchises of the future by providing more strength at retail, was very well received during this year's Licensing Expo in Las Vegas.

The newly formed group made its debut at the Expo to leverage Activision Blizzard's popular franchises like Call of Duty and Skylanders into new consumer product opportunities.   The group's purpose is to provide more strength at retail and generate more engagement opportunities for the Activision Blizzard community.  The company says that consists of 430 million players in 196 countries who spent 40 billion hours playing its games last year.

“Activision Blizzard has evolved from launching video games to building long-lasting, trans-media entertainment franchises that drive engagement.  The recently formed Activision Blizzard Consumer Products Group is poised to leverage our powerhouses such as Blizzard’s Overwatch and Activision’s Call of Duty in new ways, especially as our esports business continues to grow,” said Tim Kilpin, CEO and president, Activision Blizzard Consumer Products Group.  “We’re looking to give our fans new ways to play, display, wear and live the brands they love.”

During the trade show, Activision Blizzard sought out new partners across multiple categories for Overwatch, looked to expand the lifestyle merchandising program for Call of Duty, and (in partnership with Bungie) leveraged the intense excitement for this year’s Destiny 2 launch.

The company also looked to push its King branded games such as Candy Crush and its sister titles, Candy Crush Soda Saga and Candy Crush Jelly Saga.  This includes the recently-launched Candy Crush Tips and Tricks book, two adult-only coloring books, and a Candy Crush Cakes & Bakes book.  Also, CBS will be airing a prime-time, live-action television game show based on Candy Crush hosted by Mario Lopez.

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