Most recently, Bully Beer & Crisps launched a craft lager, a session lager and crisps inspired by the brand.

Elsewhere, UK holiday park operator Away Resorts launched its own Bullseye-inspired game show as part of its evening entertainment offering. Following a trial at Tattershall Lakes, the format was rolled out to three additional Away Resorts locations throughout the summer, with further locations to be added in 2025.

“Bullseye has been enormously popular for over 40 years, remains a favourite with darts fans of all ages and has also been an enduring success as a licensed property,” said Bulldog MD Rob Corney.

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Surprise Drinks – known for having a surprise collectible toy hidden in a capsule attached to the bottle – will be launching a range of Miraculous flavoured water across both North America and Europe.

Elsewhere, for the US, The Ricky Joy Company will launch a range of Miraculous drinks jellies, and candies in June.

In Europe, Dolfin S.p.A will be launching Miraculous confectionary this summer, while San Carlo will include the superheroes on their potato chip packages.

In Saudi Arabia, Herfy is launching a Miraculous kids Happy Meal program, Turkey’s İÇİM has Miraculous milkshakes and Delice Danone will be launching a juice line in Tunisia. Finally, SAI GROUP Kandiz is launching Miraculous frozen ready meals in the UAE, and Saudi Arabia, as well as the UK and Germany.

“Full of adventure and inspiration, Miraculous – Tales of Ladybug & Cat Noir continues to entertain kids across the globe, and a key part of their connection is engaging with their favourite characters and products beyond the screen,” said Lisa K. Foster, Sr. Vice President, Licensing, North America at Miraculous Corp.

“These latest agreements with partners around the world provide fans with a range of nutritious and hydrating beverages and meals along with delightful treats for a little indulgence as part of a balanced diet!”

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The agreement expands on IMG and The Tetris Company’s existing licensing partnership in Asia and Brazil.

The new multi-year partnership will see IMG develop a wide range of licensed products across key categories including toys, games and collectibles, apparel and accessories, home and décor, food and beverages, sporting goods and outdoor gear, beauty and personal care, pet toys and accessories, travel, stationery and consumer electronic accessories.

“With IMG’s track record as one of the world’s top licensing agencies, we’re excited to expand our partnership with them in the US, Canada and EMEA,” said Maya Rogers, CEO of Tetris.

“This year is the Tetris brand’s 40th anniversary so we can’t wait to see what opportunities the team at IMG will secure for us.”

Louie Sandoval, Associate Vice President of Licensing at IMG, added: “Almost every person who has ever owned an electronic device has played Tetris. Engaging and evergreen gameplay, eye-catching visuals and strong nostalgic cues have made Tetris a global cultural icon. We are excited to help grow this brand in new directions through a diverse consumer offering that caters to all generations.”

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The playable TGI Fridays restaurant launched last month and has already been played over four million times. It includes nearly 100 branded elements, including menu, interior, kitchenware and exterior.

“Partnering with such a well-known brand not only adds something new for our dedicated players but also is a great example of our commitment to finding new ways to deliver engaging and immersive gameplay across our titles,” said Victoria Trofimova, CEO of Nordcurrent.

“There are multiple benefits of working with a global brand like TGI Fridays; it offers an opportunity to introduce a beloved restaurant brand to gaming enthusiasts, plus the partnership reinforces Cooking Fever’s position as one of the most popular mobile games for gamers that love its cooking-based gameplay – with over 10 million regular players.”

Kathleen Schloth, SVP & Chief Supply Chain Officer at TGI Friday, added: “This is the first time TGI Fridays has partnered with a video games company, and we can’t wait for our legendary restaurant to reach the fingertips of mobile gamers worldwide.

“This collaboration extends the TGI Fridays brand into the digital realm, offering a meticulously crafted virtual representation of our iconic restaurant. TGI Fridays looks forward to this exciting collaboration with Cooking Fever, anticipating a mutually beneficial partnership that expands our reach, enhances brand recognition, and contributes to the ongoing success of our global restaurant chain.”

The TGI Fridays restaurant will be available in Cooking Fever throughout 2024 and Nordcurrent plans to implement more branded integrations in Cooking Fever over the next year.

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