“Computer Games and Merchandise. Surely not.” – LIMA Blog Feature

22 03 2012

The merchandise licensing industry is slowly catching on to games…. 

Merchandising around “computer game” brands could surely only be for the hardcore gamer and they are all spotty teenagers who sit in dark rooms and play with their mates. They are “Pizza Geeks” who drink coke and play games all night long. Right?

Wrong – that is definitely not so, times have changed and this is very much a generational shift…..

Less than 12 months ago, Simon Kay, CEO of AT New Media was asked by a licensing industry reporter, “So why has games merchandising not worked out yet”? His answer (to someone who was clearly not a gamer) was: “How can it until the decision makers all over the industry begin to accept influences from a generation that has grown up playing computer games.”

That reporter was lost for words….

Read more on this subject now on the LIMA website 

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