Licensing Licensing Expo

Subway Surfers Named Alpha Group Master Toy


SYBO Games, the studio behind Subway Surfers, has appointed Alpha Group as global master toy licensee for its mobile game phenom.


Alpha Group will have worldwide rights to manufacture and market figures, vehicles, R/C toys, plush, electronic toys, smart toys and games, roleplay, dress-up and accessories, consumer electronics, novelties, activity and seasonal products based on Subway Surfers and SUBSURF, the property’s consumer and lifestyle merchandise brand.


SYBO Chief Commercial Officer Naz Amarchi-Cuevas made the announcement in advance of Licensing Expo in Las Vegas. “We’re thrilled Alpha Group is the official toy partner for SUBSURF. The company has a proven record in bringing amazing and innovative products to market; and most importantly they fully understand the culture, ethos and pillars that embody the SUBSURF lifestyle,” she said.


“The vision SYBO has for Subway Surfers beyond the phenomenal success of the game is incredibly exciting” said Brehan Maul, general manager, North America, and head of marketing for Alpha Group. “As the master global toy partner, we’re excited to do our part and deliver a wide array of inspired consumer products that express the authentic street-smart, edgy youth culture, skate, music and dance influence the property’s loyal fans demand.”


The first SUBSURF Alpha Group products are expected to hit shelves in 2020.


SYBO has signed 10 licensing agents to cover more than 30 territories around the world including Retail Monster U.S., which helped broker the deal. Other agents covering Latin America, U.K., Europe, India and Russia, will be announcing additional partnerships in various categories in the next few weeks.