Activision Blizzard is creating a new executive structure to its licensing business, after having merged responsibility for its brands under Tim Kilpin, who joined the company earlier this year.

Jennifer Mirabelli recently shifted from Activision VP of Sales Strategy and Marketing to head up the licensed products retail effort for Candy Crush, Starcraft, Call of Duty, World of Warcraft, Destiny and Overwatch brands, says Kilpin. Activision also will add positions for strategy and finance within the licensing group.

“This will be so that not only can we manage the business as one, but when we need to go to key retailers and partners we can talk about the portfolio and leverage it,” says Kilpin.

In addition to its game brands, Activision also will have a separate licensing unit for its eSports business. Activision acquired Major League Gaming in 2016 and expects to have the first teams for its new Overwatch League in place late this year with competition starting in 2018, says Kilpin.  The approach taken with the Overwatch League will eventually be applied to other Activision titles.

Blanket licenses will be granted for the global Overwatch League, giving companies access to all teams. Licensing will likely start with apparel and gaming peripherals. Products will be sold both at the events and at retail.

“As the league is being built, so is the consumer products plan that goes alongside it,” says Kilpin. “I don’t know exactly how that is going to look yet and what the product categories and form factors will be yet. But it will mirror the structure of other sporting leagues.”

Contact:

Activision Blizzard, Tim Kilpin, Pres. Consumer Products Group, 310 503 9001, tim.kilpin@activisition.com