Dumb Ways to Die

The Ashmolean Museum’s Carrie Hickman, Start Licensing’s Ian Downes and The Gift Association’s Chris Workman share their picks for campaigns that could have a life in licensing.

Ben Kelly – GM of Dumb Ways at PlaySide Studios ­– discusses bringing the brand into board games with Spin Master.

Sam Susz – Senior Director of Games at Spin Master – on how Dumb Ways to Die highlights Spin’s innovative approach to licensed games.

The brand began life as an Australian public safety campaign from Metro Trains and has recently taken off on TikTok.