The hit children’s mobile gaming IP, Subway Surfers is rolling into the European market with a whole raft of wheeled toys, spanning scooters, hoverboards, skateboards, helmets and protective gear, thanks to a new partnership with Sakar International.
In a global licensing deal brokered by Retail Monster’s US and UK teams, SYBO Games will see its SubSurf consumer and lifestyle brand build on its US and Canadian success as Sakar International prepares to launch its collection to the international market.
The first product based on the popular gaming IP made its debut in 2020 when it launched exclusively into Walmart stores across the North American market.
“Subway Surfers DNA fits so perfectly with this category,” said Bobby Stewart, head of sales for Sakar. “Given the brand’s inherent global appeal, we are ready to deliver wheeled goods to fans and retailers around the world.”
Gemma Witts, managing director of Retail Monster, added: “We are thrilled to build on the success to date and introduce the Sakar line in Europe.”
With well over three billion downloads over its near nine year history, Subway Surfers continues to top charts and widespread recognition. SYBO Games is currently up for two prestigious accolades: Pocket Gamer Mobile Games’ Best Live Ops” award and Licensing International’s Best Brand – Digital.
“We knew from the start that Sakar’s wheel-good line matched the SubSurf lifestyle to a T and know its retail success will follow suit across new territories,” said Naz Amarchi-Cuevas, SYBO chief commercial officer. “Like the game, it’s now heading on its World Tour.”
Incorporating a true physi-digital component through digital codes found on Sakar’s products, fans can redeem codes to jump from the physical world back to the mobile game, unlocking rewards and coveted items.
Aliana Ltd will distribute the range in Europe, Spartan for MENA and Hunter Products in Australia and New Zealand.