ZeptoLab U.K. and ITV Studios Global Entertainment have appointed a series of new agents for the hit game app “Cut the Rope” in Europe and the Middle East.
Among the new agencies appointed to represent the brand are Lagardère Active in France, Plus Licens in Central and Eastern Europe and the Nordic countries and Brand isReal in Israel.
Each of the three new agents will work with ITVS GE, ZeptoLab’s licensing agent across all of Europe and Israel, to develop a brand strategy for the app property in their respective markets.
“It was only after the astonishing and almost viral success of the ‘Cut the Rope’ game that we realized the true hard work was about to begin: the work of bringing Cut the Rope to new areas and new audiences as a true multi-license brand for today’s market,” says Tanya Haider, head of licensing and merchandising, ZeptoLab. “Cut the Rope is much, much more than just a game. We’re certain that the newest agents to join the Cut the Rope licensing family will not only build the brand in their home markets but help to grow its presence across the globe.”
The licensing campaigns will focus on a wide range of categories including apparel, gifting, publishing, mobile and game accessories with comprehensive marketing and PR campaigns planned for each region.
“These appointments continue the extraordinary Cut the Rope success story. One of the hottest games ever to enter the digital market is now also becoming a major licensing hit in Europe and Israel,” says Trudi Hayward, senior vice president, head of global merchandise, ITVS GE. “Thanks to a growing number of carefully selected and highly respected regional agents its success with licensees and at retail could soon match its popularity on so many major digital platforms.”