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Tinderbox and Global Merchandise Services Partner to Bring Icons to Video Games

Global Merchandising Services announces its partnership with Tinderbox, the digital division of leading global brand licensing agency Beanstalk, to drive the growth of its entertainment and music icons into video game brand partnerships globally. With some of the biggest names in music and entertainment on Global Merchandising Services’ client roster, including Iron Maiden, Ozzy Osbourne, Backstreet Boys, Motley Crue, and more, the alliance will see Tinderbox assist in bringing icons into the virtual realm through partnering them with leading gaming studios to launch into console and mobile games. Established 10 years ago, Tinderbox works with some of the biggest names in gaming, including Microsoft Studios, Activision Blizzard, Atari, and Ubisoft, to extend their brands and games into physical products to deepen connections with consumers. Through its partnership with Global Merchandising Services, experts in live events, retail, e-commerce and licensing, the agency will further its industry-leading capabilities, focusing on the growing market of in-game licensing and brand partnerships. In-game brand activations and partnerships have emerged as an effective strategy for the biggest gaming titles to drive engagement with players, and for global brands and personalities to boost awareness and connect with their audiences in a new way. Through their partnership, Tinderbox and Global Merchandising Services will service the growing demand from gaming studios, brands, personalities and consumers for exciting and engaging in-game experiences. “As the trend in licensing further accelerates to in-game brand partnerships, we are thrilled to be working with Global Merchandising Services to bring their iconic entertainment and music clients to a whole new gaming fanbase,” said Dave Tovey, Head of Tinderbox. “We know that in-game partnerships are an effective way to strengthen connections with players, and in collaboration with Global Merchandising Services, we are uniquely positioned to answer the ever-growing demand for this area of digital licensing.” Global’s Head of Licensing, Jens Drinkwater, said, “We are happy to partner with Beanstalk and further develop our client’s brands within the gaming space. We feel that Beanstalk’s focus and relationships with some of the biggest gaming names will lead to exciting opportunities for all.” 

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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