From page to product: Rebellion’s Victoria Justice talks Judge Dredd, Rogue Trooper and a big milestone for 2000 AD

Victoria, it’s great to catch up! What are your focuses on at the moment when it comes to Rebellion’s slate of IP?
Rebellion’s key focus is extending our owned IP, bringing characters and stories to fans in more forms than ever before. Rebellion spans video games, comic books, novels, TV, film, board games and beyond – so there’s a rich slate of worlds under our banner to dive into.

We will be expanding core Rebellion IP through consumer products, brand partnerships, collaborations and retail programs. This includes signing partners that are relevant to the IP and fanbase, who really understand the passionate audiences that make game and comic book worlds so special. In fact, we’ll be expanding our signed partners and product scope massively this year, ready to bring new experiences into market for the 50th anniversary of comic book franchise 2000 AD in 2027.

Amazing. And for anyone new to 2000 AD, how would you pitch it?
A legendary cult sci-fi series! 2000 AD is one of the longest-running and most celebrated comics in the world today. Also known as ‘The Galaxy’s Greatest Comic’, it has been at the cutting edge of contemporary pop culture since 1977. 2000 AD is best known for the dystopian future lawman Judge Dredd, but other hard-hitting stories include the toxic war-torn world of Rogue Trooper, the robot mayhem of the ABC Warriors and the stone-cold mutant killers of Strontium Dog.

Terrific. And what’s keeping you busy outside of your comic book slate?
Beyond comic books, Sniper Elite is our flagship game series with an exceptionally strong 20-year history, so that’s always a licensing focus. Renowned for its authentic stealth and sniping gameplay, Sniper Elite has more than 50 million players worldwide. Just last month, we released a limited-edition Sniper Elite Medal and Pin Badge Set to honour the franchise’s legacy. Exclusive to the Rebellion Shop, each pin badge features unique in‑game achievement icons from across the Sniper Elite universe, brought into the real world.

Can you talk me through some recent launches that highlight how creative licensees can be with your brands?
Rebellion has signed agreements with more than 15 licensed partners in the past year, which has led to a fully packed slate of launches – and much more to come. Working with award-winning pop culture gifting company Fanattik, we’ve released quality collectibles based on legendary 2000 AD comic book characters, Judge Dredd and Rogue Trooper. The range includes pin badges, collector’s coins, a desk pad, and more – each designed to capture the essence of these fan-favourite characters while appealing to long-time readers and new fans alike.

As a powerhouse of British comics, we’re also expanding our 2000 AD product range with cult entertainment retailer, Forbidden Planet. New products include 2000 AD t-shirts, prints, homeware and accessories – joining a range of pin badges and collectibles already available. A British icon, 2000 AD is the perfect fit for Forbidden Planet’s famous London Megastore on Shaftesbury Avenue. It’s also the ideal venue for co-marketing activations, such as ‘The Big Xmas Gathering’, featuring Judge Dredd print signings by the superstar comic book artist Jock. Forbidden Planet likewise has taken our products to comic cons across the UK.

On the gaming side, we have announced that the Atomfall original game soundtrack is coming to limited-edition vinyl in collaboration with SPACELAB9. Pre-sale for the album went live in September and is launching soon. Packaged in a gatefold sleeve featuring bespoke game art, this limited-edition vinyl album captures the sonic paranoia of Britain’s post-nuclear landscape in a format built for those who crave immersion beyond the screen.

We then continued to expand our IP into new musical verticals in October, with the launch of officially licensed guitar pedals based on the legendary 2000 AD comic book characters Judge Dredd, Judge Death and Rogue Trooper. Created in partnership with ThorpyFx, these 2000 AD quality effects guitar pedals are hand-built in the UK, renowned as world-class, hard-wearing tools for professional and amateur musicians alike.

In short, we have wide-ranging licensed partnerships who get incredibly creative with their delivery of Rebellion IP in all new forms. We look forward to cooking up even more exciting launches together!

You’ve been busy! Sticking with comics for a moment, what are some of the ways you bring these icons to life in product authentically?
When it comes to comic books, authenticity is key. It’s vital to lean into your brand DNA and represent the characters in a way that respects the original artist’s vision as well as fan expectations. For instance, one of our best-selling products is a replica of the iconic Judge Dredd badge, crafted in partnership with collectibles experts at Fanattik. This is a fan-favourite because it brings an immediately recognisable piece of the universe into the real world, measuring an impressive 90 x 74mm and plated in antique gold.

Each badge is individually numbered and limited to 5,000 worldwide, supplied with a display stand in its presentation box, with effort put into making it a true collector’s item. High quality collectibles like this are one of the most in-demand products for comic book audiences. Something that fans can cherish for years to come.

Are there any challenges involved in going from page to product?
Some things are possible on page and screen that just can’t be replicated in real life. That being said, our licensees find very creative ways around these challenges, supported by the internal team at Rebellion. All product designs go through an intense vetting process with the respective brand team, our in-house experts who know that universe back-to-front. They catch and correct even the most miniscule inconsistencies to make sure products are true to the world they inhabit. This is especially important when presenting products to comic book and video game communities, where fans have an eagle eye for detail.

Is there a brand at Rebellion you feel remains relatively untapped in licensing?
2000 AD will celebrate 50 years in 2027, so that’s a huge focus right now at Rebellion and full of relatively untapped potential. We’re already speaking to partners about ways to commemorate this exceptional anniversary… With big plans in the works for Judge Dredd!

Not to mention, a feature film based on the comic strip Rogue Trooper is currently in production, shining a spotlight on one of 2000 AD’s most beloved characters. Written and directed by Duncan Jones, Rogue Trooper will star breakout talent Aneurin Barnard, alongside Hayley Atwell, Jack Lowden, Daryl McCormack, Sean Bean and Reece Shearsmith.

Between its 50th anniversary and the brand-new feature film, 2000 AD is pulling together fans new and old with eye-popping content across page, screen and real life. The next couple of years will be the most exciting time to be part of 2000 AD yet. We encourage manufacturers, retailers, brand partners and licensees to reach out and get involved.

Are you a fan of the brands you work on, and does it matter to the role?
Yes, we value passion across Rebellion, not only for our own brands, but we have a wider love for entertainment in general. There’s a huge selection of stories and worlds to dig into. Our team is a mixture of avid gamers, comic book readers, film buffs, board game aficionados and much more.

Knowing the world inside out is a huge advantage for licensing as well, since it allows you to better identify all the unique ways a brand can slide into different product categories. For instance, our collaboration with Thorpfy FX last year saw the launch of officially licensed 2000 AD guitar pedals. This was a huge success because of strong overlap between the comic book series and heavy metal fans. In fact, a famous song by heavy metal band Anthrax, “I Am The Law!”, is a tribute to Judge Dredd.

Hand-built in the UK, pedals by Thorpy FX have been seen and heard on some of the biggest stadium tours for the last 10 years, so this licensed partnership was really an ideal fit.

Rebellion also has an impressive archive – what dictates when you ‘activate’ a property in consumer products?
Rebellion Consumer Products work cohesively together with other departments, such as Publishing or Games, to identify major moments and milestones for each IP, then plan releases accordingly. We align content, story, product and marketing to drive the same message and maximise awareness.

A recent example is the 20th anniversary of Sniper Elite. Rebellion ran community celebrations throughout October 2025 including live streams, developer interviews, fan rewards and new merchandise, with pre-orders now open for the Sniper Elite 20 Years Limited Edition Legacy Jacket. Crafted in partnership with London fashion house ARK/8, the Legacy Jacket puts a modern twist on timeless military style. A highly limited run, 500 jackets are available to order worldwide from the Rebellion Shop.

Blurring the lines between the virtual and real worlds, our previous jacket release appeared in-game, worn by protagonist Karl Fairburne in Sniper Elite 5. An independent games company like Rebellion is uniquely positioned to deliver immersive experiences and weave products into the universe.

Last question Victoria! What helps you have ideas for where your brands can go? What fuels your creativity?
Collaboration across all the different Rebellion teams helps shape where our brands can go from Publishing to Games, TV and Film. As one of Europe’s largest independent studios, we’re fortunate to have many talented individuals who contribute to this overall creative vision, bringing specialist areas together into a final product. Great content, exciting IP and consumer engagement within Rebellion allow us to build programs that reach our fans and attract a wider audience through the love of entertainment.

Huge thanks again Victoria – let’s tie-in again soon!