POINTE-CLAIRE, QC, Canada -- Mobile videogame sensation Cut the Rope is making inroads into the physical merchandising realm in the U.S. and Canada. And on the heels of its award-winning and top-selling Angry Birds series, Allstar Vending has been granted a multiyear license to sell Cut the Rope products in the flat and bulk vending channels.
Cut the Rope, a physics-based puzzle videogame for handheld platforms, was created by Russian game developer ZeptoLab and published by Chillingo. It launched in 2010 and was followed by a sequel, Cut the Rope: Experiments, in 2011. The games in the series have been downloaded more than 100 million times since the property's release.
Allstar's Cut the Rope licensing agreement is exclusive for vending in the tattoo, sticker and capsule toy categories. Allstar's Sharon Shlien forecasts a wide vending demographic for the new line. While the age range for the game is eight and up, Allstar's vendibles should appeal to a group that's as young as five and much older, and reach beyond the main videogame-playing audience.
"The artwork on this property is very appealing," Shlien said. "It would sell on its own. Whether the consumer knows about the game or not will not matter – the product itself will draw attention. For fans, the product will have even greater appeal."
Allstar is releasing a series of Cut the Rope stickers in 12 large-format designs and temporary tattoos in 10 designs with multiple transfers on a single sheet. Stickers will be available in September and tattoos are expected to ship in October. Allstar said it will begin stocking Cut the Rope charms for 2" capsules in early 2013. The company suggests a 50¢ vend price for its stickers and tattoos.
PHOTO: Om Nom, the green cartoon monster in Cut the Rope, is the featured character in Allstar’s latest flat vending series. In the videogame, the object of each level is to maneuver a piece of candy into Om Nom's mouth.
Angry Birds was Allstar's first product to migrate from digital mobile entertainment to physical vending machine content. The supplier unveiled its first Angry Birds vending series in the summer 2011, and the line's combined sticker and tattoo unit sales have since exceeded 5 million. Allstar has so far released two Angry Birds series and is now working on its third installment, which will feature designs based on a new game not yet released.
The National Bulk Vendors Association named Angry Birds the industry's Best Sticker and Best Tattoo of 2011. The series based on Rovio Entertainment's videogame, which reportedly reached more than 1 billion downloads in May, is Allstar's No. 1 licensed brand. The 23-year-old supply company also creates its own vending content, and its Dress Up Girls flat toy series has been its best-selling generic brand to date.
Allstar Vending is headquartered near Montreal and ships from facilities on both coasts (in the U.S. and Canada). Call (800) 685-7066 for more information.