http://biz.gamedaily.com/industry/feature/?id=16529
A new licensing deal between 20th Century Fox and Microsoft will allow the blockbuster Halo property to be extended in new ways and in new markets. Halo already has its own line of books, comics, toys and apparel, and that's likely just the beginning.
While 20th Century Fox and Universal Pictures couldn't bring Microsoft's Halo game to the big screen, 20th Century Fox Licensing and Merchandising (Fox Licensing) has added the popular video game to its third party licensing portfolio through a strategic partnership with Microsoft Game Studios.Beginning this fall around the September 25th launch of Halo 3 for Xbox 360, Fox Licensing will expand the brand's licensing and merchandise program, retail distribution and worldwide presence with its target demographic of male gamers aged 17-34.
Elie Dekel, evp of domestic licensing, 20th Century Fox Licensing and Merchandising, said this partnership clearly demonstrates the company's belief in representing outside intellectual properties that are seamless to Fox's core business and audience. He said that Fox Licensing will extend the Halo IP in innovative ways that are organic to the brand and that will be embraced by fans worldwide.
"Fox Licensing's tremendous reputation and experience in the industry, especially its expertise in reaching Halo's target audience, will provide a solid foundation for the expansion of the property into new products, retail markets and territories," said Steve Schreck, director, franchise development for Microsoft.
The Halo game franchise has generated over $700 million in sales with over 14.5 million games sold globally. In November 2004, Halo 2 generated a record-setting $125 million in sales within the first 24 hours.
Currently, the Halo property has 30 licensees across a full range of product categories including publishing, apparel and toys. Del Rey has published four Halo novels, Marvel Comics publishes Halo comics and Joyride has created Halo action figures. In addition, Microsoft-owned game developer Bungie Studios sells an assortment of Halo hats, shirts, sweatshirts and bags on its Web site. Microsoft just shipped a $250 limited edition Halo 3 Zune digital entertainment player to GameStop on June 15.
The partnership between Microsoft and Fox Licensing augments Fox's growing business in representing third party licensing rights for properties outside its current portfolio. Fox also represents other Microsoft Game Studios properties like Perfect Dark Zero for Xbox 360.
The Halo licensing deal sprung from this relationship, not the Halo movie project.
