Licensing & Merchandising
GREAT CHARACTERS. GREAT PRODUCTS.
AXL’S GAME LAB is being built as an original entertainment world with distinctive characters, stories, adventures and an expanding universe of possibilities.
We are open to working with exceptional licensing and merchandising partners who can help bring AGL into the real world through products and experiences audiences will genuinely want to own, use, collect and enjoy.
If the AXL’S GAME LAB name is on something, we want it to deserve to be there.
Quality Over Quantity
We don’t measure the strength of a licensing programme by how many products carry our logo. We measure it by how good those products are.
From the initial idea through design, materials, manufacturing, packaging and the final customer experience, quality matters at every stage.
We would rather create fewer exceptional products than a large catalogue of products that don’t meet our standards.
These are possibilities, not a checklist. The right product matters more than filling every category.
Premium character collectibles, figures, play-sets, models and other products that bring AXL, Rusty (plus future characters) and the AGL world into physical form.
Physical and digital games, puzzles, construction experiences and other products built around exploration, problem-solving, creativity and play.
Experiment kits, exploration equipment, build kits, creative sets and products that encourage people to investigate, make, test and discover.
Books, guides, activity titles, reference material, graphic storytelling and other publishing opportunities that extend the adventures and ideas behind AGL.
Carefully designed clothing, bags, accessories and lifestyle products that people genuinely want to wear and use.
Selected practical products where the AGL identity can add something distinctive, useful or fun.
Brand Integrity at Every Stage
Every licensed AGL product must feel authentically AGL – in its concept, design, quality, presentation and the way it is marketed.
We work closely with partners throughout development, including appropriate review and approval of concepts, character representation, design, materials, packaging, messaging and final production.
Concept
Design
Materials
Manufacturing
Packaging
Quality control isn’t something that happens at the end.
It’s part of the partnership from the beginning.
Made for the Right Reasons
Our products should create value – deepening connections, encouraging curiosity and turning discovery into real-world experiences.
The best merchandise extends the relationship with the brand rather than simply monetizing it.
The Right Partners
We’re looking for partners who understand that protecting quality protects everyone involved.
A strong track record of designing and producing excellent products.
Deep knowledge of their product category, customers and market.
Reliable production, quality assurance, safety and compliance.
The ability to translate AGL into products that feel original rather than generic.
The ability to put the right products in front of the right audiences in appropriate markets.
A willingness to work collaboratively within AGL’s creative and quality standards.
Selective by Design
We don’t intend to license AGL into every available category or work with the largest possible number of licensees.
That selectivity benefits AGL, our audience and our licensing partners.
More isn’t automatically better.
Better is better.
Interested in Working with AGL?
If you represent a manufacturer, publisher, developer, retailer, licensing organisation or other business with an idea for an exceptional AXL’S GAME LAB product or experience, we’d be pleased to hear from you.
Tell us about your company, your experience, your proposed category or idea, the markets you operate in and what you believe you could bring to AGL.
We aren’t looking for the greatest number of products or partners. We’re looking for the right ones.