Recently, Ubisoft and Mega Bloks finalized a deal regarding a line of Assassin’s Creed toys in the form of construction block kits. While many of us would generally think that the motive behind this is to raise new sources of revenue, Ubisoft claims to differ.
Yannick Spagna, the international brand manager of Ubisoft says that when you are talking about a big IP like Assassin’s Creed, the question is not about getting more sales but about reaching more people; and he continued:
Plus I’m not sure this is the right business model to do that. When you think about it, would you like to have, while playing Assassin’s Creed, shaving cream advertising every five minutes when you spent $70 to buy the game?
I’m not sure this is what you want. For big IPs, smart brands are the best partners. They do a line with Mega Bloks together. On their side, it’s nice because toys are looking for the hype around video games. And we are looking for a new audience: kids, children, it’s more like that.
So yes, that means the developers of the series want to use the Assassin’s Creed toys to actually introduce a whole chunk of the population to their game.
Now, you would think that while such toys are supposed to be for children that are not more than 14 years old, the content of the series is a little mature.
In response to this, Spagna says that they wish to take this venture along the same line that other franchises like LOTR and Lego follow i.e. experiences ‘tailored to specific audiences.’
What do you think of that?