Retail Merchandiser - September/October 2016 - Global Sensation - M28


Licensing

HALO/343 INDUSTRIES

For the Boys

The Halo sci-fi franchise is adding licensees and expanding its market to boys ages eight
to 14 and into Mexico, Latin America, Europe, Australia and New Zealand. BY RUSS GAGER
John Friend, director
of consumer products
www.halowaypoint.com
Redmond, Wash.

28

C

elebrating its 15th anniversary, the Halo
franchise is an award-winning collection
of properties with more than $5 billion in
worldwide sales to date that has transcended video games and grown into a global entertainment phenomenon. In 2004, the Halo Franchise
pursued a dedicated licensing program with the release of Halo 2. Since then, more than $1.5 billion in
Halo consumer products have been sold worldwide.
The list of licensed products includes action figures, apparel, accessories, construction toys, novels,
comics, video and music. "We've got a pretty broad
licensing program," Director of Consumer Products
John Friend emphasizes. "We're involved in everything from toys and collectibles through all categories of soft goods, some home goods and then
including films, DVD publishing and digital sellthrough of original programming, such as Halo 4:
Forward Unto Dawn on Netflix."
Character-related products include Bluetooth

RETAIL-MERCHANDISER.COM

September/October 2016

speakers in the shape of the iconic Master Chief from
AC Worldwide, an energy sword and BoomCo blasters from Mattel based on the franchise's iconic weapons, and character costumes from Disguise. "We ship
approximately 500 SKUs a year from over 65 licensees, so we definitely hit on most of the categories out
there," adds James Monosmith, sales and marketing manager for Halo Consumer Products. "Twelve
months ago, we had maybe 45 licensed partners."

Longevity Leader
Over the past 15 years, the Halo franchise has paddled itself into the entertainment mainstream in a
number of ways. "We're super-proud of the fact that
Halo has been one of the leaders in the video game
space, competing and proving through our longevity
and our sales that we're a broad entertainment franchise," Friend stresses.
Another sign of Halo's success as a cultural phenomenon is that it is becoming a multigenerational


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