Borderlands 3 will launch with developer’s “largest” ever licensing push

Agent Retail Monster spearheads major multi-category merchandise programme for the long-awaited video game sequel

Written by Rhys Thomas

Posted 06.06.2019 | Gaming

Borderlands 3 will launch with developer’s “largest” ever licensing push thumbnail

Video game Borderlands 3 is breaking out beyond the screen with a multi-category licensing programme headed up by agent Retail Monster.

The plans marks a departure for developer Gearbox Software and published by 2K, which have so far only dabbled in merchandise, says Sean Haran, Vice President of Business Development for Gearbox Software

“This is the largest roster of licensed products for a brand in both Gearbox’s and 2K’s history,” he says. “We’re always looking to continue to build upon the Borderlands franchise; this list of great partners is just the beginning of what’s to come.”

The consumer products line-up will feature a vast range of toys and collectibles, apparel and accessories, alongside home goods, video game accessories, publishing, and dress-up in the form of seasonal costumes and cosplay accessories.

Borderlands is known for its distinctive cel-shaded art style

On board for toys and collectables are Chronicle Collectibles, CMD/FigPin, The Coop, Funko, Gaya-Entertainment, Mattel/Mega, McFarlane Toys, Minted Labs, PhatMojo, Rubber Road/Numskull, Well Played Toys, Weta Workshop. Meanwhile Bioworld, Changes, Concept One, Level Up Wear, Volante Design will launch a diverse range of apparel and accessories.

Just Funky and GB eye will deliver home goods, and Exquisite Gaming Products, KontrolFreek, Performance Designed Products will launch accessories for video game consoles and PCs. Insight Editions have signed for publishing, Spirit Halloween for seasonal dress up and Entertainment Retail Enterprises and Fifth Sun/Design by Humans will support with ecommerce.

“For all of us at Gearbox, this year is all about Borderlands,” says Erica Hollinshead Stead, Director of Licensing for Gearbox Software. “Our game development team crafts every aspect of the game with love and attention – from the distinctive hand-inked art to the stories of our characters. We are very excited to have found partners who are dedicated to creating products with just as much passion, creativity, and attention to detail.”

Borderlands 3 is the long-awaited next instalment in the first-person shooter franchise, which puts players in the shoes of vault hunters in a treasure hunting adventure across the wasteland. It launches on PC, Xbox One and Playstation 4 this September.


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