Retail Merchandiser - January/February 2015 - 32

Evolution USA LLC
opportunity to monetize the brand"
Rutherford says.
At such time, the
"Dumb Ways
to
Die"
game had
no in-app
purchases or
advertising and the
technology platform the game was
built on was only
compatible
with a limited number
of advertising
networks.
In
November 2013,
Evolution helped
Metro transition
"Dumb Ways to
Die" to a new technology solution and revise
the business model that would allow it to attract multiple
advertising partners on a global basis without diminishing
the user experience. The transition was a huge success. Metro
recently introduced "Dumb Ways to Die 2 - The Games"
in the iTunes app store last November and on Google Play
last December. The game launched to top spots in both app
stores. In a rare occurrence, the successor has surpassed the
predecessor. "Dumb Ways to Die 2" reached the No. 1 spot
overall in iTunes in the free apps category in 81 countries,
compared to the first app's No. 1 spot overall in 30 countries.
In the United States, "Dumb Ways to Die 2- The Games"
took the top spot in the free app charts in iTunes, besting the
heavily advertised "Candy Crush Soda Saga" app.
"The monetization techniques employed have enabled
Metro to continue to invest significant amounts into the
brand without alienating fans," Rutherford says. "It's retained high rankings in the app stores and advertising is
performing at the highest levels possible in each region."
As the apps are downloaded to tablets and smartphones,
Metro and McCann continuously build the brand's foundation with new digital content specific for YouTube - they've
created videos for Valentine's Day, April Fool's Day, Halloween and Christmas. They even created a short video for
the Ice Bucket Challenge craze and teasers to prepare for
"Dumb Ways to Die 2 - The Games." Rutherford says "the
widely embraced content makes the 'Dumb Ways to Die'
franchise a prime candidate for product licensing, and many
partners have already jumped on board with more to follow".
32

RETAIL-MERCHANDISER.COM

January/February 2015

Building the Brand
Publishing partner The Five Mile Press is one of the most
recent licensees to partner with "Dumb Ways to Die." The
publisher is developing a comprehensive line of storybooks,
activity books, novelty books and stationery products for
distribution to major retailers beginning in October 2015.
Based in Melbourne, The Five Mile Press will handle
publishing internationally, excluding the United States
and Canadian markets. Rutherford explains "Evolution is
already in discussions with local publishers for the North
American market."
The Five Mile Press is just one of many that see the value in this fast-developing brand. Evolution and its subagents have thus far licensed the brand to Commonwealth
Toys for plush and vinyl figures, Underground Toys for toys
and novelty items, Fashion Lab for apparel and t-shirts, GB
Eye and Impact Posters for posters and paper goods, Total
Resources for first aid and safety products, and Swyft Media and  Bare Tree Media  for social messaging and photo
bomb apps.   Evolution is in discussion with a number of
other interested partners across various categories and territories including toys, sleepwear, fashion apparel, novelty,
paper goods, creative play, food, back-to-school, games and
room décor.

Earning Retail Recognition
Although licensees have been easy to attract, Rutherford
says retailers are playing it more conservatively. No one can


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Table of Contents for the Digital Edition of Retail Merchandiser - January/February 2015

Contents
Retail Merchandiser - January/February 2015 - Cover1
Retail Merchandiser - January/February 2015 - Cover2
Retail Merchandiser - January/February 2015 - 1
Retail Merchandiser - January/February 2015 - 2
Retail Merchandiser - January/February 2015 - Contents
Retail Merchandiser - January/February 2015 - 4
Retail Merchandiser - January/February 2015 - 5
Retail Merchandiser - January/February 2015 - 6
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Retail Merchandiser - January/February 2015 - 8
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