Public Service Campaign Lands Consumer Products Program

LOS ANGELES: Evolution has been selected as the worldwide licensing agent for Metro Trains’ Dumb Ways to Die, a YouTube and social-media hit that originated as a public service campaign to promote rail safety in Melbourne, Australia.

Evolution will launch a licensing program for Dumb Ways to Die at this year’s Licensing Expo. Merchandise will include apparel, accessories, headwear, home goods, housewares, room décor, tech accessories, stationery, paper/party goods and social expression, gift and novelties, plush, toys (figures, PVCs, playsets), publishing and health and beauty items. The products, which will be supported by additional online short form content, apps and promotions, will initially be distributed to speciality, department store and mid-tier retailers starting early next year.

"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 Travis J. Rutherford, the president of licensing and retail development for Evolution. "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.”