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Angry Birds
Since Angry Birds’ 2009 debut as a mobile game, the brand has evolved from gaming into an evergreen franchise. By strategically expanding into gaming platforms, films, animated series, consumer products, and LBE, Angry Birds has built a multi-platform ecosystem, transcending gaming brands. The property maintains massive cultural relevance with 96% brand awareness, supported by millions of daily players, over 30 million-strong social media community, and hundreds of millions of views annually on YouTube. The brand has further built its presence from new games on Amazon Luna and Apple Arcade to partnering with Super Monkey Ball Banana Rumble and 8 Ball Pool. Angry Birds also launched educational mini games for young learners with Skidos, as well as consumer products from plush, novelty, health & beauty, and iconic backpacks with Sprayground. Sea Life hosted several promotions in their locations in Europe and China, and Main Event Frisco opened an Angry Birds-themed mini golf experience.
Chefclub
In an era of rising family disconnection and ultra-processed food, SuperValu leveraged Chefclub’s “Food & Family” DNA to deploy a high-impact 360-degree phygital loyalty campaign. Moving beyond traditional “points-for-products” schemes, this 14-week initiative across 230 stores transformed loyalty into an intergenerational mission. By combining an exclusive Chefclub bakeware with Chefclub Kids best-sellers and leveraging Chefclub’s creative engine and studio, the campaign built a seamless bridge between digital and physical touchpoints. Online efforts included viral social content, influencer marketing, UGC, and TV advertisements. In-store efforts included immersive POS materials, magazine features, and live “Chefclub cookie workshops” for families.This initiative takes loyalty to a new standard where performance, mission, and omnichannel rollouts co-exist. By positioning SuperValu as a facilitator of shared moments, this partnership proves that experience-driven content moves a retailer from a simple point of purchase to a meaningful place in the heart of the home.
Fortnite (IMG)
In 2025, Fortnite reinforced its position as one of the most powerful entertainment brands in the world, extending its influence across gaming, culture, and consumer products. Across the broader Epic Games ecosystem, the platform reaches over 900 million accounts worldwide. If Epic Games were a country, its community would rank as the third largest population in the world. Fortnite alone has more than 650 million registered players and operates as a multi-experience ecosystem spanning Battle Royale, LEGO Fortnite, Rocket Racing, and Fortnite Festival. Fortnite has become a global platform for brand collaboration and retail growth. The Fortnite CP program has generated global retail sales across toys, collectibles, apparel, gaming peripherals, and lifestyle products. The licensing program includes more than 70 partners across key categories and demographics, expanding global retail distribution and reinforcing Fortnite’s cultural and commercial impact worldwide.
Minecraft (CAA Brand Management, Merchantwise)
In 2025, Minecraft’s licensing programme reached new heights, driven by the release of A Minecraft Movie. As the best-selling video game of all time—with 325 million copies sold and 200 million monthly active players—Minecraft remains a global cultural force, generating over 1.5 trillion YouTube views. Released on April 4, 2025, A Minecraft Movie debuted with a record-breaking $314 million globally, becoming the biggest video game adaptation opening in history and reaching $920 million at the box office. Its success was amplified by a global licensing programme with over 20 partners across apparel, toys, home, DTR, and F&B, including Primark, LEGO, Mattel, McDonald’s, and Doritos. In total, Minecraft delivered 55 large-scale retail campaigns across 36 countries, reaching over 7,000 retail doors. Immersive experiences, unexpected collaborations, and strong retailer demand reinforced Minecraft’s position as a top three licensed IP globally. The announcement of a sequel further accelerates long-term franchise growth.
PAC-MAN
In 2025, PAC-MAN kicked off an unprecedented campaign for its 45th anniversary. Featuring a host of activations and partnerships to celebrate the gaming icon’s “imPACt” in pop culture, fans from around the world were invited to join in this momentous milestone. The anniversary has generated over 10 billion impressions with programs curated around “imPACt” pillars including gaming (a collaboration with Atari for a PAC-MAN edition of the 2600+), food (a global promotion with Krispy Kreme for themed doughnuts, packaging and in-store displays, a national promotion with Maruchan for limited-edition packaging for over 12 million units across 2,700+ grocery stores, and a PAC-MAN Cafe pop-up during San Diego Comic-Con), lifestyle (a tween collection with Justice at over 2,600 Walmart doors and online), sports (partnerships with Club America and Los Angeles Angels), and community (a nationwide blood drive program with American Red Cross, a debut in the Macy’s Parade as well as a pop-up arcade at Macy’s Herald Square, and the PAC-MAN Google Doodle during Halloween).
Tetris
In 2025, Tetris continued its evolution from beloved video game to global cultural icon through digital innovation, product expansion, and high-impact collaborations. The brand expanded its interactive footprint across PC, console, cloud gaming, streaming, and social play. New releases, including Tetris Time Warp on Netflix, Puyo Puyo Tetris 2S, and Tetris The Grand Master 4, expanded the franchise across platforms and generations, while new electronic products from ModRetro, My Play Watch, Fizz Creations, and My Arcade reimagined how and where fans play. The brand’s influence extended beyond screens with hit products Tetris Tumble XL and the Tetris Rubik’s Cube, translating iconic gameplay into compelling physical play. Purpose-driven partnerships, including sustainability-focused collaborations with La Poste and Ecover, alongside the boundary-pushing Red Bull Tetris campaign, reinforced the continuing cultural relevance and social impact of Tetris. With unparalleled global reach and cross-generational resonance, Tetris continues to shape products, experiences, and pop culture worldwide.
