As video game IP rises in the toy space, BLE details first gaming activation partners

Brand Licensing Europe has released details of the first partnerships and the official title of its Gaming Activation at this year’s show.

Having tapped the expertise of the creative agency PowerStation Studios, the gaming and esports activation – titled The Arcade – will feature a host of the biggest names in video game publishing and licensing as it looks to show case the might of the sector in the consumer products space.

Activision, the games publishing heavyweight, Sybo, the mobile gaming developer responsible for the Subway Surfers phenomenon, and Bioworld, a leading supplier to the licensing industry are the first key partners in what will be an interactive and innovative celebration of the industry.

The cross-over between toys and video gaming IP has been rising steadily over the recent years, thanks to the explosion of the pop culture scene within the collectables market, and the increasing number of board game publishers turning to the genre for licensed titles.

Fortnite and Activision’s own Overwatch are prime examples of the success that video gaming IP can find within the toy space, each having fuelled a line of collectable toys or licensed products from the likes of Moose Toys, Jazwares, LEGO and Hasbro.

As well as exhibiting some of the most influential players in the industry, BLE’s The Arcade will host a selection of gaming memorabilia, as well as a 14-metre long timeline celebrating the evolution of gaming, with icons and key milestones over the past 40 years, from Pong to PSVR.

Jason Mayes, director of marketing for Bioworld, said: “Bioworld has been pioneering the pop-culture products industry for 20 years, looking at the licensing industry differently. Our priority is connecting consumers globally by creating richer connections between the fans and the things they love…

“We help cultivate self-expression. We’re thrilled to be a part of the Gaming Activation in 2019 to showcase our innovative approach to bringing brands from screen to shelf.”

Naz Cuevas, chief commercial officer at Sybo Games, added: “As a pioneer of mobile gaming, it made complete sense for Sybo Games to be part of this celebration on the evolution of the industry.

“Technology is playing a deeper role in how fans consume entertainment, and gaming is an obvious vehicle to deepen brand connections. We are really excited to be partnering with PowerStation Studios on The Arcade.”

 In the spirit of a true arcade, there will be multiple opportunities to get hands-on and play some of the latest games on the market, as well as reminiscing over the classics.

PowerStation co-founder, Dave Collins, concluded: “We’re super excited to announce Activision, Bioworld, and Sybo Games and as supporters of the activation. With gaming at the core of what we do we’ve loved having the chance to draw on our expertise to create a really special, immersive experience for visitors at BLE.

“The sheer scale of the games industry globally and it’s continued rapid growth mean it has huge potential for licensing, and we are looking forward to showing the size of this opportunity in a fun way.”

PowerStation Studios will also be arranging retail tours each day of the show, with representatives from each sponsor brand being on-hand to talk through their carefully curated content.

For more information and to find out how your brand can get involved, please get in touch with

PowerStation Studios is a leading creative agency for the entertainment industry, delivering innovative creative solutions with commercial thinking to an impressive global client list, including Universal, Primark, Netflix and Disney.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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