Ubisoft Says ‘Assassin’s Creed’ Toys Are Meant To Attract Kids To The Game Series
Yannick Spagna, the international brand manager for game publisher Ubisoft, explained that the toys and board games tied to the "Assassin's Creed" titles were released to draw the attention of a younger market to the franchise, according to Gamesindustry.
Spagna noted that it was not Ubisoft's intention to generate a different set of revenue from the toys. Instead, the company partnered with toy-maker Mega Brands, formerly known as Mega Bloks, to cater to kids through the 'Assassin's Creed Mega Bloks' set.
"On a big IP (intellectual property), like 'Assassin's Creed' or that type of game, I think now the idea is to reach a maximum of people, so it's not about needing advertisement to get additional revenue," he said. "Plus I'm not sure this is the right business model to do that."
"For big IPs, smart brands are the best partners," Spagna added. "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."
For Spagna, partnering with toy companies isn't solely about marketing Ubisoft's game series but about turning "Assassin's Creed" into a brand of its own with multiple product lines that appeal to a wide demographic range, PlayStation Lifestyle reported.
"This quote is not about 'Assassin's Creed' the game," he said about his previous statement. "It's about 'Assassin's Creed' the brand."
"It's the same way you have 'The Lord of the Rings' brand, the books, 'Shadow of Mordor,' the Lego," Spagna continued. "It's a huge franchise, a brand, and within that you have different experiences that are tailored to specific audiences."
Ubisoft's "Assassin's Creed" games and rated for mature audiences, specifically those aged 17 years old and above. The toys related to the game, on the other hand, are designed for 10-year-old kids.
Spagna said Ubisoft could combine the two and create a game designed and rated for kids. If this pushes through, the game could look like the Lego version of "Lord of the Rings," according to Game Spot.
"If you think about it, we could even do an 'Assassin's Creed' game tailored for kids," he said. "Imagine a Lego game. It would mean changing a lot of things."
"I played hours and hours of Lego 'Lord of the Rings,' and you kill people but not kill people, because they're Lego characters," Spagna added.