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Evolution Looks Out for ‘Dumb Ways To Die’


Evolution Looks Out for ‘Dumb Ways To Die’

Licensing and brand management company Evolution will be the the global licensing agent for Metro Trains Melbourne’s (Metro) intellectual property Dumb Ways to Die, which originated as a popular public service campaign for Melbourne, Australia’s public train service.

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. 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.

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Dumb Ways to Die

Dumb Ways to Die


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