MGM powers up Vikings: Valhalla licensing programme following successful Netflix debut

On the heels of the recent Netflix series debut of Vikings: Valhalla, MGM is building momentum for the legendary brand with an action-packed licensing programme spanning all merchandise categories. 

Following on from the immense success of Vikings, which transported viewers to the world of Viking warrior Ragnar Lothbrok, and garnered an incredible 625 million cumulative views across its six seasons and 89 episodes, MGM Television’s Vikings: Valhalla is the newest chapter to thrill the franchise’s army of fans.

Set 100 years after the original series, it dramatically tells the stories of the most famous Vikings who ever lived: Leif Erikson and his sister Freydis, Harald Hardrada and Norman King William the Conqueror. Vikings: Valhalla Season One premiered on February 25 and ranks #1 on the Netflix Top 10 for the week of 2/28 with 113.38M hours viewed, making the Top 10 in 90 countries. The series garnered 80.5M hours viewed during its first two days the week prior, bringing it to an impressive 194M hours viewed in its first nine days.

For the original Vikings, MGM created a global licensing programme featuring more than 30 licensees across apparel, collectibles, publishing, novelty, and gaming. Now, MGM is building an expansive licensing programme for Vikings: Valhalla, with an extensive list of partners already signed on for the journey.

New products, available in the US and Europe, span all categories  and include apparel and accessories from Hot Topic, C&A Modas, Marketing Licensed Products, Hybris Productions, TatooedNow!, Nastrovje and Ecell Global. Viking-inspired costumes are also available from Fungilobal Development, along with collectibles, toys/games and decor from GB Eye and Winning Moves International.

These products are all designed with colours and styles specific to each Viking “clan,” making it a true Viking experience for fans of the hit series. MGM is also planning to expand Vikings: Valhalla’s international presence with new partners in South America and Brazil.

Robert Marick, Executive Vice President of Global Consumer Products and Experiences at MGM, says: “The franchise has such a dedicated fan base and we look forward to expanding our licensing programme to create exciting new products that allow people to unleash their inner Viking.”


Winning Moves and Top Trumps USA bring Among Us into puzzles sector in Toikido partnership

Toikido has partnered with the leading games company, Winning Moves and Top Trumps USA to bring the hit gaming franchise, Among Us to the games and puzzles space.

Under the new partnership, games specialist, Winning Moves will be launching four challenging puzzle designs, enabling fans to choose their difficulty level across a series of 100, 250, 500, and 1,000 piece puzzle formats. The partnership marks the latest licensing move for the popular gaming title Among Us that has captured players’ attention across the globe in recent years.

Toikido’s Darran Garnham, said: “Our family love Among Us and Winning Moves – Top Trumps and so to bring them both together with Innersloth Games is really exciting.”

Megan Wain, senior licensing manager for Winning Moves, added: “Both Among Us and Jigsaw puzzles have both solidified their place in our daily lives culture with massive, global fan bases, and we are beyond excited to bring these worlds together for the first time.

“Winning Moves has always had a big focus on the latest trends, so we are really excited to be part of the Toikido – Among Us family.” 

The new collection of puzzles is due to launch in autumn/winter 2021 globally with Top Trumps USA exclusively distributing for the North America market. 

Scott Whitney, head of retail at Top Trumps USA, said: “In the world of gaming, Among Us is a massive global phenomenon, so it’s great to bring fans unique product. We have had fans requesting puzzles since the game launched, so we are confident that this will quickly become a top selling licence for us.”