The world’s fastest man is taking on a whole new kind of running challenge as the first-ever branded character in Imangi Studios’ hit game app, “Temple Run.”
The crossover was brokered by Imangi’s global licensing agency, Dimensional Branding Group.
The six-time Olympic Gold Medalist is now available as a premium character via an in-app purchase in “Temple Run 2” for iOS or Android.
The limited time character cameo features Usain Bolt outfitted in his signature yellow and green jersey. The character comes with unique abilities inspired by Bolt’s real-life prowess that allow him to boost ahead at a record-breaking pace while activating the coin magnet in-game function at the same time.
“This was just a natural fit for us,” says John Leonhardt, president, DBG. “I mean ‘Temple Run’ is an endless runner and Usain Bolt is the fastest man on Earth.”
The collaboration came after Imangi and DBG became aware of Bolt’s passion for their game, which he frequently talks about on social media.
“I travel all over the world and travel time gives me lots of opportunity to play ‘Temple Run’ at airports or on car journeys,” says Bolt. “It’s exciting to see myself represented within a game I already play.”
DBG is also considering expanding the partnership into branded products, although no merchandise deals have been made.
This isn’t the first character collaboration for “Temple Run”–Imangi has already released two Disney-themed versions of its game, “Temple Run: Brave” and “Temple Run: Oz.”
The game app also has a strong roster of branded products such as apparel, publishing, digital comics and card and board games, managed by DBG and its sub-agency network, which includes Lisle International in Europe, Wild Pumpkin in Australia and Empire Multimedia in Pan-China.