Evolution has been appointed as the global licensing agent for Metro Trains Melbourne’s Dumb Ways to Die property.
Originally developed as part of a public service announcement campaign to promote rail safety by Metro in Melbourne, Australia, the animated campaign went viral.
Now Evolution is taking the brand to the next level with a full licensing program that will be unveiled at the 2013 Licensing Expo in June.
The program will focus on core demographics–men and women ages 20 to 30, teens, tweens and kids ages 6 to 8–with product including apparel, accessories, headwear, home décor, housewares, tech accessories, stationery, social expression, gift, novelties, plush, toys, publishing and health and beauty.
The program, which is expected to hit retail in early 2014, will be supported by additional online short-form content, apps and promotions.
“Dumb Ways to Die uses humor and endearing animated characters to deliver serious messages about safety which have resonated with millions around the globe,” says Travis J. Rutherford, president of licensing and retail development, Evolution. “We believe the property’s characters and its sweet and delightfully macabre message can be extended to a wide variety of appropriate product lines, capitalizing on the growing global popularity of Dumb Ways to Die.”