LONDON, UK, May 12, 2022 - Call of Duty® have partnered with the Middle Eastern manufacturer and distributor of licensed products, Trucare, expanding the brand licensing programme into the MENA region. The partnership, brokered by Beanstalk’s specialist digital media division Tinderbox, will see Call of Duty® expand its consumer product reach into these new territories with adult apparel, accessories, homeware, and gifting, amongst other items.

"We are delighted to bring Call of Duty® and Trucare together in this partnership to bring Call of Duty® products to consumers in this growing region. The MENA gaming market has quickly emerged as a crucial growth market for the global gaming industry, which presents exciting opportunities for licensees." says Catherine Hupin, Associate Director of Brand Management for Tinderbox, Beanstalk's digital media division. "Our licensing programmes with Call of Duty® in existing regions have proved to be a great success, and we're proud to see our work with the leading game growing into new territories."

Trucare’s Chief Executive Officer, Mustafa Zoeb, added “I am just as excited to see the fruition of this move as I know all parties will symbiotically benefit from it. With the acquisition of more brands and licenses such as Call of Duty®, we are constantly building our portfolio to be able to serve the region from a stronger position”.