NEWS

Spin Master lands global master toy deal for Riot Games’ League of Legends

Published on: 18th September 2020

Spin Master has signed a multi-year agreement to become the global master toy partner for Riot Games’ League of Legends, the most-played PC game globally at the moment. The international toymaker will develop products including action figures, play-sets, and role play items.

The range is scheduled to land on shelves in autumn next year.

Entering its second decade, League of Legends is a team-based, multiplayer online strategy game in which two teams of five powerful champions face off to conquer the other’s base. Players choose from over 150 champions to make epic plays and take down towers as they battle their way to victory.

“Spin Master is excited to collaborate with Riot Games to bring innovation and meticulous attention to detail to the rich characters and unique worlds in League of Legends,” said John Blaney, Spin Master’s senior vice president of licensing. “Our League of Legends lineup will appeal to fans of all ages, delivering high-quality products on the cutting edge.

“We look forward to delivering enhanced collectability and unique play experiences for the massive global League of Legends fan base both on and offline.”

Christian Bayley, director, brand management for consumer products at Riot Games, added: “Spin Master is the perfect partner for the League of Legends franchise and together we have the opportunity to enhance our champions and their stories giving players the opportunity to go even deeper into the League of Legends universe.”

The agreement was brokered by CAA-GBG, the global licensing representative for Riot Games.

“We are excited to have brought together two power houses in gaming and toys. Spin Master’s passion for the League of Legends IP stood out as a key differentiator, and we are excited to go on this journey with Spin Master and Riot Games,” added Robert Schwartz, vice president of sales and new business development, CAA-GBG.

RECENT ARTICLES

Funko’s Loungefly celebrates Hello Kitty anniversary

Wyncor appoints two new top sales executives

Beano and Bakehouse hold half-term extravaganza

Rubies launches Care Bears costume collection

Peppa Pig teams up with Pickles & Bakes biscuits

Moonbug partners with Piccolo for CoComelon snacking range

Dungeons & Dragons theatrical experience to arrive this spring

Perryscope Productions announces new James Brown apparel collection

Molang to feature in first-ever live fan event in London

IMG and Claire’s announce licensing partnership