Ivory Jones – Director of Consumer Products at Riot Games – on fans, authenticity and being a gamer

Riot Games’ Ivory Jones talks us through the company’s “dream partnership” with Fenty Beauty.

Ivory, it’s great to connect. Let’s start at the beginning. What set you on a path into licensing? Was it always part of the plan?
My path into licensing was driven by a love for storytelling and a fascination with how people connect to brands. I’m drawn to projects where creativity meets strategy – turning ideas into products or experiences that felt truly meaningful to fans. I love seeing the joy fans feel when they connect with products that create meaningful links to their favourite stories and worlds.

Last year saw you team up with Fenty Beauty on an Arcane make-up range. The partnership began with a collaboration on make-up seen in the show. Can you talk us through what made them an ideal partner?
Fenty Beauty was a dream partner for us. Their approach to inclusivity, bold innovation, and storytelling aligns perfectly with Riot and what we were looking to do on Arcane. The collaboration began early on with Fenty Beauty, Fortiche and the Riot Arcane team – crafting make-up looks for some of our key characters that was not only authentic to their visual identity, but also enhanced their evolution throughout the season.

“Fenty Beauty was a dream partner for us.”

When we transitioned to creating the consumer products, it was all about authenticity and celebrating the Strong Women from the series. Every shade, finish, and design was thoughtfully chosen to draw inspiration from the character’s iconic looks in the series. It’s a collection that truly feels like an extension of the world of Arcane, inviting fans to engage and celebrate in their own creative ways.

Ivory Jones, Riot Games, Video Games, Fashion, Fenty Beauty, Arcane

More broadly speaking, what is the key to successful creative collaborations with licensees?
The key is authenticity, trust and alignment. When both sides trust each others’ expertise and share a clear vision, the results can be extraordinary. At Riot, we look for partners who are not only leaders in their fields but also deeply understand our commitment to fan service and the role the collaboration plays in that story. A great partnership feels like co-creating something special rather than simply executing a contract.

What recent launches would you point to as good examples of how creative licensees can be with your brands?
Our partnership with Fenty Beauty is truly one of a kind. We didn’t just collaborate on a product line, we integrated their expertise directly into the show. Fenty Beauty worked closely with Riot and Fortiche Production, the animation studio behind the series, to design makeup looks for iconic characters like Jinx, Vi, Mel, and Caitlyn – ensuring every detail felt authentic to the story and their personalities.

“Being a gamer isn’t a prerequisite – but it helps tremendously in my role.”

From there, we brought these designs to life by creating a make-up collection that fans could purchase and use to recreate or reimagine the looks from the show. To deepen the connection, Fenty Beauty was also present at our Arcane premiere and finale events, allowing fans to experience the collaboration firsthand and celebrate the show. This partnership is a perfect example of how licensees can creatively expand our brands by immersing themselves in our narratives and crafting products that truly resonate with our global community. It’s about creating meaningful connections through authenticity and shared creativity.

Ivory Jones, Riot Games, Video Games, Fashion, Fenty Beauty, Arcane

Are you a gamer? And does it matter in terms of your role at Riot?
Yes! I’ve been a casual gamer for as long as I can remember and have always enjoyed the culture around games. Super Mario Bros on the original NES was one of my favourite childhood games, and I had the chance to introduce my kids to the updated version when it came out on the Nintendo Switch. During Covid, we made it a tradition to play together a couple of times a week. It was such a joy to share something I loved growing up, watch them enjoy it too, and create new memories together.

“A great partnership feels like co-creating something special rather than simply executing a contract.”

And at Riot, being a gamer isn’t a prerequisite – but it helps tremendously in my role. It keeps me connected to our global communities, culture, the language, and the evolving expectations of players. It also gives me a firsthand perspective on how our products and partnerships resonate with our audience.

Last question! What helps you have ideas for brand extensions?
For me, creativity comes from curiosity – exploring new industries, following emerging trends and constantly asking “What if?” I’m also inspired by the fans themselves. Their passion and love for our characters and stories push me to think about ways we can make their dreams come true. When it comes to brand extensions, it’s about finding intersections between the world we’ve built and the things fans are already passionate about, whether it’s fashion, tech, or lifestyle products.

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