Finnish developer Supercell has tapped WildBrain CPLG to represent global licensing rights (excluding China) for its mobile game brand Brawl Stars (pictured).

The cross-category representation deal will cover toys, apparel, publishing, gifting, collectibles, consumables and housewares. 

Brawl Stars, which rolled out in 2018 on iOS and Android, is a multiplayer shooter game where players battle each other in a variety of game modes (each with a different objective), including Gem Grab, Heist, Duels and Bounty. “Millions of fans are engaging with Brawl Stars every day, and our role is to find new ways to bring the in-game world they love into real life,” said Supercell’s head of global licensing Andrea Fasulo in a release.

One of Supercell’s top-performing titles, Brawl Stars has generated more than US$2 billion in lifetime revenue, according to the company. It also boasts a strong digital presence, with 16 million subscribers on YouTube and more than 19 million combined followers on Facebook, Instagram, TikTok, X, Discord, Reddit and Twitch.

WildBrain CPLG already represents Supercell’s other notable gaming franchise The World of Clash, which has racked up more than four billion downloads across its two game titles, Clash of Clans and Clash Royale.