Bits and Pixels takes charge of Destiny licensing in EMEA

London-based licensing agency Bits and Pixels has been appointed as the licensing agency in EMEA for the Destiny franchise. The creative team will build on the existing licensing programme with ‘with new retail channels and new, beautifully designed product collections’.

Bits and Pixels already has both Blizzard (Overwatch) and Capcom on its roster, Co-founders Sandra Arcan and Su-Yina Farmer are both Konami veterans with considerable gaming and marketing experience. Arcan was responsible for the incredible replica Metal Gear Solid motorbike made by Triumph – so future products should be more than just going logo on a t-shirt stuff.

The deal comes soon after the launch of the Warmind expansion, which Activision hopes will revive the somewhat contentious second outing of the franchise, after getting caught up in the loot box furore. That said, there’s still a huge fanbase and a huge amount of good will for the series in general that can be tapped into.

“We couldn’t be more delighted to be working with Bungie on the Destiny franchise. The combination of thrilling gameplay, an expansive and cinematic world featuring a compelling narrative and cast of characters, and some of the most stunning visual design you could wish to find, are just some of the elements we’ll be looking to showcase to prospective partners”, comments Sandra Arcan, Co-Director at Bits and Pixels.

“We’re looking forward to partnering with Bits and Pixels on new opportunities to expand the Destiny franchise through unique merchandise and creative brand collaborations,” says Katie Lennox, Director of Consumer Products at Bungie.

Bits and Pixels was founded by Sandra Arcan and Su-Yina Farmer in 2016, and is ‘dedicated to delivering bespoke, intelligent brand extension for some of the world’s most iconic and well-loved gaming franchises’.