Disney Merchandises Mobile Game Where's My Water

Burbank-based Disney Mobile and Disney Consumer Products announced this morning that they are merchandising products from its mobile game, Where's My Water?. Disney said it will take Swampy, the main character of the game, to licensees and retailers. The deal includes links with Hasbro, JAKKS Pacific/CDI, and Toys "R" Us. Where's My Water runs on iPhone, iPod Touch, iPad, and Android, and features Swampy the alligator, challenging users to direct water to help him get a bath. None of the financial terms of the licenses were announced, but it appears that merchandising is now a growing part of the monetization strategy for mobile game developers. Angry Birds maker Rovio has been one of the pioneers of creating merchandise links with its game, including T-shirts, stuffed animals, other clothing, and even movies. Disney launched Where's My Water in September of last year.