2014 Toy Fair sees new Cut the Rope launches and a second year of continuing growth for master toy partner Vivid’s Cut the Rope collectable Nommie figures, “Squashy Om Noms” and plush ranges. The toy rollout has been supported by a powerful online presence, in-store promotions, dedicated PR and TV advertising. Trudi Hayward, SVP, Global Head of Merchandising for European licensing agent ITV Studios Global Entertainment said: “We’re delighted with the on-going development of the Cut the Rope brand and the playground buzz Vivid is generating, both of which will support the brand licensing programme — as will the success of the game itself.”

And that success is massive. Cut the Rope is currently Number 4 in the most popular paid apps of all time list on the iTunes App Store, and worldwide downloads surpass 400 million to date. Creator and owner of the game ZeptoLab keeps the game fresh and exciting with new levels and popular spin-off games such as Cut the Rope: Time Travel, Cut the Rope: Experiments and Cut the Rope 2 (coming very soon!).

With new product launches, more than 100 million global You Tube views of the “Om Nom Stories” webisodes, and a growing number of broadcast partners for their arrival on TV, including key broadcast stations in Spain, France, and now CITV in the UK, Cut the Rope continues to grow and develop as a 360-degree media franchise. Expect more exciting announcements and launches to follow as the 2014 trade fair season gets underway in January.

The audience for Cut the Rope is everyone from kids to adults, but star character Om Nom (a very cute, cheeky, candy-munching monster) and his merchandise are proving particularly popular among girls and boys aged four to teenage. With over 52 licensees in Europe to date and a growing retail presence, supported by ZeptoLab, with promotional and marketing activity both in the UK and in EU territories, Cut the Rope is becoming a huge franchise with a presence that extends across digital games, consumer products, comic books, promotions, animated shorts and the hotly anticipated game show from Sony.