Hungry Shark Evolution

Hungry Shark originally took the digital world by storm – the hugely addictive game sees players taking the role of a shark as it attempts to become the biggest and baddest predator in the sea by eating up everything in its way!
 

The app has been a massive worldwide hit, with 50m downloads recorded via iOS and Android.
 

AT New Media was appointed to deal with interest from the merchandise licensing community and looked to build partners across sectors such as collectibles, plush, and resin figures that were interested in creating products based on the game’s innovative and distinctive range of shark characters.
 

After some initial success in the collectible plush space it actually proved difficult to get the momentum everyone was looking for.
 

However the integration with the game that the team managed to achieve was a good example to others and a project we learned a lot from.
 

Not all projects work out as you would like but it was a good learning curve for both parties on how to integrate merchandise within a game environment.

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