Sybo, having launched a Subway Surfers YouTube series, is trying to expand licensing of the brand into apparel, skateboards and location-based entertainment, says Sybo’s Naz Amarchi-Cuevas.

But the company, whose mobile game has been downloaded two billion times since launch in 2012, including 400 million times last year, is taking a gradual approach to deploying its Subsurf brand. It signed an exclusive agreement for footwear with retailer The Ave Los Anegles, which introduced 12 different styles of Subsurf /Vans footwear  (slip-ons and high tops). The limited edition sale was recently exetended through year-end. Sybo also is in the process of hiring licensing agents for the U.S., UK and parts of Europe, Latin America and Southeast Asia.

Much of the early licensing efforts will focus on collaborations for apparel and accessories, bags, backpacks, headwear, footwear and skateboards. With arrival of the YouTube content – ten four-minute episodes produced with DHX Media – Sybo also wants to add a master toy licensee for collectibles and blind bags, toy guitars and other items keyed to the series, which started June 1.

“The collectibles and other items are far more fleshed out in the series so that fans watching it are given a chance to connect with a character,” says Amarchi-Cuevas. “And because fans are connecting with the characters, it makes sense to go a lot deeper with licensing” attached to the YouTube series.

Sybo also is seeking raise the game’s profile through location-based events. The introduction of the YouTube and Vans efforts was coupled with the Subway Surfers Venice Beach Party. And last weekend, Sybo set up booth at the Rock in Rio Lisboa in Lisbon, Portugal that allowed consumers to play the game and collect coins and tour life-size trains that are central to the title. While the Lisbon booth was internally developed, Sybo is pursuing licensing deals for location-based entertainment.

Sybo also is developing long-form videos (of undetermined length) that will be available in late 2019. It’s also working on “multiple” new non-Subway Surfers games, some of which will be available next year, says Amarchi-Cuevas.

Contact:

Sybo, Naz Amarchi-Cuevas, Head of Licensing, +45.5353.6759, naz@sybogames.com

Vans, Jennifer Dirks, Senior Mgr. IP and Brand Protection, 714-88945.5353.6759.-6100

The Ave Los Angeles, Nick Romero, Founder, 310-452-5577