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NEW YORK, NY, May 21, 2018 Tinderbox, the digital division of leading global brand extension agency Beanstalk, has been appointed to represent ESL, the world’s largest esports company, for licensing opportunities in North America and Europe.

Tinderbox will support ESL by developing a consumer products program that leverages the massive popularity of esports and further connects fans to one of the fastest growing spectator sports in the world.  Tinderbox will actively pursue opportunities in the lifestyle and consumer electronics sectors, including apparel, fashion accessories, gift and novelty, consumer peripherals, audio and gaming accessories.

Founded in 2000, ESL has been a trailblazer in the hosting and broadcasting of some of the largest esports events in the multi-billion-dollar industry.  Flagship event series including the Intel Extreme Masters, ESL One and Pro League draw thousands of fans to stadiums all around the world and attract audiences of millions via streaming services such as Twitch, Facebook, and Twitter.

Dan Amos, Head of Tinderbox comments, “Esports have officially emerged into the mainstream and ESL has led the way.  With exponential growth in attendance, viewership and prize pools, ESL has become the premiere hosting platform for developers and the most prestigious league for teams and players. Tinderbox is proud to join the esports revolution and we are excited to create a truly best-in-class consumer products program that further connects fans to the non-stop action that ESL provides.”

“We are thrilled to partner with Tinderbox to develop a retail licensing program for ESL.  Our fans have shown a great appetite for our merchandise at events and we look forward to making products available to them 365 days a year,” said David Hiltscher, Vice President Shop, Merchandise & Licensing at ESL.  “Tinderbox truly understands ESL’s standing at the unique intersection between media, sports, gaming, and entertainment.  This, combined with their expertise in building major brand extension programs, provides us with an opportunity to allow fans to display their affinity for our brand, while also enhancing their gaming experiences through a variety of highly relevant, global product extensions.”

Dan Amos, head of Tinderbox, will be at Licensing Expo this week and is available for interview on the signing of ESL as Tinderbox’s newest client as well as the expanded relationship with Activision that includes Crash Bandicoot. We are able to accommodate questions via email or a quick in-person interview at the Beanstalk booth G156. To arrange an interview please contact or you can reach her at +1 305 775 2444. 

About ESL
ESL, a part of the international digital entertainment group MTG, is the world's largest esports company, leading the industry across the most popular video games with numerous online and offline competitions. It operates high profile, branded international and national leagues and tournaments such as the Intel® Extreme Masters, ESL One, ESL National Championships and other top tier stadium-size events, as well as grassroots amateur cups, leagues and matchmaking systems. ESL covers a broad field of services in gaming technology, event management, advertising and television production, fully catering to the needs of the esports ecosystem. With offices in North America, Germany, Russia, France, Poland, Spain, China, and partners in many other countries, it has a truly global footprint (

About Tinderbox
Tinderbox, a division of global brand licensing agency Beanstalk is dedicated to working with digital brands to realize their potential in the world of consumer products. Tinderbox was developed to address the market need for a brand licensing agency specializing in extending digital properties – from leading video game franchises, video platforms and creators, to apps and social networks. Tinderbox partners with digital properties at any stage in their life cycle, whether emerging or established. To find out more, visit

About Beanstalk
Beanstalk, a global brand extension agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services.  We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer.

Beanstalk offers a breadth of services including brand representation, manufacturer representation, icon representation, retailer partnerships, STUDIO B creative services, approvals management, legal and financial services and royalty auditing.  Blueprint – Powered by Beanstalk, our consulting division, advises clients through four key practice areas: brand extension + retail development, research + insights, design + identity and operations + governance. Tinderbox, our digital division, works with gaming and new media properties to realize their potential in the world of consumer products.

The company is headquartered in New York, with offices in London, Miami and Cincinnati and affiliates throughout the world.  For more information, please visit Beanstalk is a part of the DAS Group of Companies.

About The DAS Group of Companies

The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (, is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organisations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.

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For further information: Katie Riccio, 212-303-1124,