The first collection of Subsurf lifestyle toys from Alpha Group USA arrives at Walmart alongside an update to the popular mobile game that finds the Subway Surfers characters running through Little Rock, Arkansas, and a digital version of a Walmart store.
“Over the course of the past [few] years, we’ve strategically and with great purpose built-out the Subsurf consumer and lifestyle merchandise brand to ensure we deliver the authentic attributes Subway Surfers fans have come to expect,” says Naz Amarchi-Cuevas, SYBO Games’ chief commercial officer. “To mark the Walmart milestone, we’ve incorporated iconic elements of the storied retailer.”
Kids can find digital codes on select Subsurf products to unlock exclusive content within the game.
The initial wave of products includes 4-inch scale Spray Crew collectible figures, Fresh Kicks keyrings, Street Jammers plush, and more.
Earlier this year, Subway Surfers apparel launched through the Hot Topic website. The news arrived alongside a deal brokered by Retail Monster for Walmart to serve as the brand’s exclusive brick-and-mortar retail partner in the U.S. and Canada. Licensees include Sakar for wheeled goods and safety gear; Accessory Innovations for a collection of bags, backpacks, and travel accessories; Franco Manufacturing for home textiles; and Bioworld for multiple lines of apparel and accessories.