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Evolution Signs The Five Mile Press for Dumb Ways to Die App

Dumb Ways to Die has The Five Mile Press, who becomes the global publishing partner (excluding the U.S. and Canada) for the brand.  The new deal coincides with last month’s launch of the Dumb Ways to Die 2: The Games app for iOS and Android.

Conceived as a public train safety campaign for Metro Trains Melbourne, the Dumb Ways to Die characters were originally depicted dying taking dumb risks in a 3-minute animated music video, which became a global viral success. The characters now appear in games, a series of online videos combining live-action and animation, on Facebook, and on their website.

The Five Mile Press will develop a line of storybooks, activity books, novelty books, and stationery products for distribution to major retailers beginning next year.

Metro Trains Melbourne will launch a dedicated e-commerce store, which will feature a new line of Dumb Ways to Die products early next year. Categories licensed so far include publishing, apparel, accessories, posters, paper goods, plush, novelties, first aid, safety products, and social messaging apps.

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