Licensing News

Subway Surfers Expands Worldwide Rights to Sakar

Subway Surfers-Sakar

Building on the launch of its licensed Subway Surfers range in the U.S. and Canada last year, SYBO Games expanded worldwide rights to wheeled goods manufacturer Sakar International. Sakar’s line of scooters, hoverboards, skateboards, helmets, and protective gear will initially launch in Europe this fall.

“We knew from the start that Sakar’s wheel-good line matched the SubSurf lifestyle to a T and know its retail success will follow suit across new territories,” said Naz Amarchi-Cuevas, SYBO’s chief commercial officer. “Like the game, it’s now heading on its World Tour.”

SYBO’s consumer and lifestyle brand, SubSurf, debuted its first product exclusively at Walmart in 2020. Sakar and Subway Surfers first introduced its SubSurf wheeled goods in North America in November 2020, in a deal brokered by Retail Monster.

Retail Monster’s U.S. and U.K. teams helped secure the licensing deal for the expansion into Europe.

“‘We are thrilled to build on the success to date and introduce the Sakar line in Europe,” said Retail Monster managing director Gemma Witts.

Subway Surfers is a mobile game launched by SYBO nine years ago that has since reached over three billion downloads. SYBO is currently in the running for two awards — Pocket Gamer Mobile Games’ “Best Live Ops” award (announced in July) and Licensing International’s “Best Brand – Digital” (announced in August).

Subway Surfers DNA fits so perfectly with this category,” said Sakar’s head of sales Bobby Stewart. “Given the brand’s inherent global appeal, we are ready to deliver wheeled goods to fans and retailers around the world.”

Aliana Ltd. will distribute the range in Europe, Spartan for the Middle East and North Africa, and Hunter Products in Australia and New Zealand.

Sakar will bring a physi-digital component to the products, featuring codes on them that fans can apply in the mobile game to unlock rewards and accessories.