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Evolution Creates Program for 'Dumb Ways To Die'

Evolution creates a licensing program for Metro Train Melbourne’s “Dumb Ways to Die.”

Los Angeles, CA -- Licensing company and global brand management firmEvolution has been appointed as the global licensing agent for Metro Trains Melbourne’s (Metro) intellectual property Dumb Ways to Die, which originated as a massively popular public service campaign for Melbourne, Australia’s public train service.  The announcement was made today by Travis J. Rutherford, President of Licensing and Retail Development for Evolution and Metro General Manager Corporate Relations Leah Waymark.

 Originally developed as part of a public service announcement campaign to encourage rail safety by Metro in Melbourne, Australia, the animated Dumb Ways to Die campaign went viral through YouTube and sharing across social media platforms, including Facebook, Tumblr, Instagram and SoundCloud.  The campaign’s unique characters, catchy song and culturally relevant safety education messages quickly became a viral sensation, amassing over 45 million views worldwide in five months.

Evolution will unveil its licensing program for Dumb Ways to Die at this year’s Licensing Expo, which focuses on four target demographic groups -- Men and Women 20-30; Teens 13-19; Tweens 9-12 and Boys & Girls 6-8 years of age.  Among the core licensed product categories Evolution plans to develop for Dumb Ways to Die are: Apparel, Accessories, Headwear; Home, Housewares, Room Décor; Tech Accessories; Stationery; Paper and Party Goods & Social Expression; Gift and Novelties; Plush, Toys (Figures, PVC’s, Playsets); Publishing and Health & Beauty.  Supported by additional online short form content, apps and promotions, Dumb Ways to Die will initially be distributed to specialty, department store and mid-tier retailers beginning in early 2014.

Dumb Ways to Die uses humor and endearing animated characters to deliver serious messages about safety which have resonated with millions around the globe,” said Evolution’s Rutherford.  “We believe the property’s characters and its sweet and delightfully macabre message can be extended to a wide variety of appropriate product lines, capitalizing on the growing global popularity of Dumb Ways to Die.”  

“In addition to spreading awareness of being safe around our trains in Melbourne, Dumb Ways to Die quickly captured the attention of millions of people of all ages and from all over the world,” said Metro’s Waymark.  “We’re excited about the opportunities to expand this clever property beyond our public service campaign and look forward to working with Evolution on realizing that goal.”

Source: Evolution

Jennifer Wolfe's picture

Jennifer Wolfe is Director of News & Content at Animation World Network.