Zynga signs merchandising deal with Hasbro

Zynga announced a Hasbro partnership today that grants the merchandise giant the rights to develop toys and games based on Zynga’s games.

Merchandising is one of the key ways social and mobile game developers monetize their brands outside of games. Angry Birds is the most popular example with a wide range of plush toys and t-shirts available at most major retailers. Zynga has experimented with merchandise before via FarmVille plush toys sold at Best Buy stores. At our third annual Inside Social Apps conference, Disney Interactive’s John Spinale hinted that the company may explore similar merchandising around Swampy the Alligator from its popular mobile game, Where’s My Water?

The deal with Hasbro also includes the right to develop co-branded toys or games that combine Zynga and Hasbro IP. This means a branded Monopoly game is likely in the works as that’s the board game Hasbro most often marries to brand partners. The first products from the Zynga-Hasbro deal are expected to hit shelves in fall of 2012.

This story originally appeared on our sister site, Inside Social Games.

Publish date: February 9, 2012 https://dev.adweek.com/digital/zynga-signs-merchandising-deal-with-hasbro/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT