Big Picture brokers new master-toy license for PMI and Brawl Stars IP.

by | May 16, 2022

PMI Wins the Gem with Brawl Stars Toy Line

In an agreement for the highly popular Brawl Stars brand, leading gaming-sector toy manufacturer and distributor PMI is partnering to release a multi-territory toy-line with Finnish game developer Supercell and its global consumer products rights holder LINE FRIENDS. The highly detailed Brawl Stars toy products will include collectibles, action figures, plush, stampers and more.

The deal was brokered by Big Picture Licensing, WildBrain CPLG on behalf of LINE FRIENDS, and PMI, who are known for bringing licensed IP to life through engaging and affordable toy lines and collectibles.

First launched in 2018, the Brawl Stars mobile game has become a global hit with 300M downloads in over 164 countries, boasting a huge fanbase particularly across Japan, China, Korea, North America and EMEA. Brawl Stars is a multiplayer online battle-arena and third-person hero shooter game with multiple game modes. True to Supercell’s core values, the game is easy to play, fast moving and features distinctive characters.

Brawl Stars fans can expect to see the new collection hitting the market from summer 2022. The range will be a key addition to the brand’s existing licensing program in EMEA, which covers apparel, accessories, health and beauty, home, party, promotions, stationery and back-to-school.

Boaz Dekel, CEO & Chairman, PMI comments: “A big shout-out to everyone involved in bringing together this exciting new partnership with Supercell. We’re fully geared to roll out a winning line of authentically designed Brawl Stars toy products and bring a large range of exciting and affordable toys to fans around the world! Supercell’s Brawl Stars is a great fit for our IP portfolio of today’s hottest brands, aligning perfectly with our marketing and growth strategies and to our commitment to professionalism, uncompromising quality and authenticity in all our toy lines”.

Maarten Weck, EVP & Managing Director at WildBrain CPLG, adds: “There continues to be significant growth and demand for consumer products based on gaming IP all around the world.  When it comes to arcade and action games with pulling power, the Brawl Stars brand consistently ranks in the global top 10. We’re very excited to welcome PMI on board as a strategic toy partner for Brawl Stars and with the game’s extensive international fan base, we anticipate strong consumer products traction in 2022 across all key markets.”

On behalf of LINE FRIENDS, WildBrain CPLG represents Brawl Stars across the UK, Ireland, France, Germany, Italy, Iberia, Benelux, Nordics, CEE, Greece, Turkey, Russia, Belarus and Ukraine.


Founded back in the 90’s, PMI Ltd owns a long and impressive track record of producing successful trending lines of high volume-high value Toys, collectibles, plush, stationery, games, and other pocket money items at accessible prices. The Company’s success strategy is based on skilfully creating new lines of engaging, top-quality products for a growing number of licensing partners bearing the world’s most loved brands in the entertainment industry.

ABOUT WILDBRAIN CPLG: WildBrain CPLG is one of the world’s leading entertainment, sport and brand licensing agencies, with offices in the UK, Benelux, Nordics, France, Germany, Italy, Spain, Sweden, Poland, Greece & Turkey, Russia, India, the Middle East and the US. With more than 45 years of experience in the licensing industry, WildBrain CPLG provides each of its clients with dedicated licensing and marketing industry

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