Activision-Blizzard has announced a new consumer products division which will be used to create merchandise for Activision-Blizzard’s intellectual properties. This division will be headed by former Mattel (Barbie, amongst others) and Disney executive Tim Kilpin.
Inspiring play, competition, and community underpins everything we do, and giving audiences new ways to experience our franchises is core to this commitment.
Under Tim’s leadership, we will elevate our consumer product offerings to the same level of exceptional quality as our games and transform the ways audiences connect with the characters they love in their everyday lives.
-Bobby Kotick, Activision Blizzard Chief Executive Officer
This seems to be a continued effort by Activision-Blizzard to create more products with their rather vast library of IP, building off of the launch of their film department back in 2015. While Activision-Blizzard already sells merch, the new division will likely be larger in scope and will include “new consumer experiences” and new partnerships with retail outlets.
Activision Blizzard is a global entertainment powerhouse, and its combination of iconic franchises and massive audience reach offers incredible opportunities for retailers and partners.
I’m excited to lead this newly-formed division and join Activision Blizzard’s already incredibly talented consumer products team in delivering powerful new partnerships and even more touchpoints to audiences.
Kilpin was Mattel’s chief commercial officer. In this position, Kilpin oversaw the company’s marketing strategies across regions while he was working on franchises like Barbie, Hot Wheels, and Monster High. During his tenure at the Walt Disney Company, he was responsible for some of Disney’s franchises including products thought up by Pixar.
It’s not surprising that Blizzard is starting to take merchandising more seriously. After the enormous success of Overwatch, a game that in and of itself is ripe for merchandising, it was only a matter of time before the need for a more focused strategy when it comes to merchandising and marketing of their products.
What do you think Blizzard Entertainment has got in store for their fans with Kilpin spearheading the new division? Let us know in the comment section down below!