Hot Topic launches Subway Surfers DTR Program with Sybo Games

Sybo Games launched an extensive direct-to-retail (DTR) merchandise program with specialty retailer Hot Topic, bringing exclusive Subsurf apparel to the brand’s enthusiastic fanbase.

Through the online-only program, more than 250 T-shirt designs inspired by the authentic art and edgy youth culture attributes of the Subway Surfers brand are available now at Hot Topic’s website.

The program offers the widest Subsurf Tee collection available to-date and includes character, game and street-style art designs inspired by the global franchise and the most downloaded mobile game of the decade.

Boasting over 2.7 billion downloads around the world, Subway Surfers was bestowed the recognition in late 2019 by App Annie.

Naz Amarchi-Cuevas, Chief Commercial Officer at SYBO Games, said, “We couldn’t be more excited! Hot Topic is a natural partner for the Subsurf brand. This represents the largest selection of apparel available and really lets our fans choose what style resonates with them best.”

The Hot Topic retail launch comes as Sybo Games’ master toy partner Alpha Group showcased the first-ever range of lifestyle toys at Toy Fair New York.  The toyline will arrive at retail in Fall 2020.