As momentum surrounding Fortnite continues to rise, the gaming franchise’s publisher, Epic Games, has appointed New York’s IMG to serve as the brand’s exclusive worldwide agency for consumer products licensing and promotions.

Fortnite: Battle Royale launched on Microsoft Windows, macOS, PlayStation 4, Xbox One in September, and made its iOS debut in April. The game drops 100 players onto an island and allows them to team up with other real users in a modern game of survival. The franchise generated US$233 million in revenue in March alone, 73% higher than the previous month, and UK research firm Dubit recently tracked just how many kids are actually playing the game between ages five to 15.

According to Epic Games, the licensing push comes in response to players making their own fan-generated creations based on title, as the company wants to provide official high-quality products instead.