Bits and Pixels wants Overwatch merch in supermarkets

New video games-focused licensing agency Bits and Pixels says it is aiming to get Overwatch-licensed goods into supermarkets as well as specialist retail.

The new agency, set up by Konami veterans Sandra Arcan and Su-Yina Farmer, says this is possible due to the PEGI 12 age rating of Blizzard’s team shooter, as well as its colourful and appealing art style.

Bits and Pixels launched last year, with the new firm landing Blizzard, for Overwatch, as its first client.

What’s quite unique about Overwatch is that you can cover the whole spectrum of the core gamer that’s competing and getting into eSports, who will spend a lot of money on collectibles and will want everything that’s going, but then we are doing a bit of a two-tier programme for Overwatch because it’s 12-rated,” Arcan told MCV.

So 12 right through to 35 is the age range we want to provide some cool stuff for. For younger [gamers], we’re talking to licensees that operate within the mass market with the mainstream retailers – companies that don’t typically look at games brands because they’re too busy with [franchises like] Marvel.

"We are getting quite far down the line with these sorts of companies that will be getting Overwatch goods into supermarkets, as well as GAME.”

The firm also says that one of the biggest trends in the games licensing space right now is getting the likes of Mattel and Hasbro to make a range of toys based on a game IP. There have been ones for Halo and a great many franchises,” Arcan said. There’s going to be more brands going for a Master Toy license, like getting Mattel or Hasbro to do a full toy range, rather than just doing figurines or collectibles.”