01| The Global Success and Market Impact of “Black Myth: Wukong”
Since its release on August 20th, “Black Myth: Wukong” has quickly become a highly anticipated AAA game from China, attracting significant attention from gamers and e-commerce sellers worldwide. On its first day, the game reached 1.25 million active players, with a peak of over 280,000 concurrent users.
In its first week, it topped global sales charts. The game’s popularity has led to a surge in related merchandise on e-commerce platforms, particularly on Amazon and AliExpress. This presents a rare opportunity for sellers, but also comes with the critical challenge of avoiding intellectual property (IP) infringement.
02| The Surge in Merchandise and Potential IP Risks
On Amazon, searches within the Toys & Games category reveal that a product related to “Black Myth: Wukong,” specifically the “Golden Hoop” headband, ranks third in search results. Other items, such as mouse pads, Ruyi Jingu Bang, T-shirts, phone cases, and figurines, have also quickly become available, with prices ranging from $15 to $59. AliExpress has even become the exclusive launch platform for official limited-edition game controllers, which sold out in just 10 seconds, showcasing the market’s immense potential.
However, the proliferation of these products has raised concerns about IP protection. The trademarks “Black Myth Wukong” and “BLACK MYTH” have been registered in multiple countries, including the U.S. and Japan, covering categories such as Class 28 (toys), Class 9 (game software), and Class 25 (clothing). Sellers using these trademarks without authorization risk severe legal consequences.
For example, on Walmart, a toy store named CHOII quickly listed unofficial “Black Myth: Wukong” merchandise, including a set of three accessories featuring the Ruyi Jingu Bang. These items were actually exclusive bonuses for the physical deluxe edition of the game and were not authorized for resale. Sellers should avoid offering official products to steer clear of infringement risks, even on international platforms.
03| Opportunities and Compliance Challenges for E-Commerce Sellers
In the e-commerce arena, the success of game-related merchandise is closely tied to the brand’s popularity and the ability to convert traffic into sales. The buzz around “Black Myth: Wukong” presents a golden opportunity for sellers to tap into a surge of organic traffic.
However, sellers must operate within the bounds of legality, ensuring compliance to avoid infringing on official trademarks. But how should sellers choose which products to offer? And what items are most likely to succeed? GoodsFox shares insights on how to leverage “Black Myth: Wukong” to drive traffic and profits while remaining compliant.
On Taobao, a Chinese shopping platform, over 2,000 units have been sold, with a price of 19.5 yuan. These solid metal staffs are available in various finishes, including gilt, gold, and antique bronze. The mini version fits in the palm of your hand, making it a fun, stress-relief toy. The Ruyi Jingu Bang, as the main weapon of the game’s protagonist, is not only powerful but also visually impressive. Possessing the same weapon as the game’s hero gives players a subconscious sense of sharing the hero’s traits.
Based on the Wukong character from “Black Myth: Wukong,” these pins and magnetic stickers are crafted from alloy with enamel finishing. On Taobao, they have sold over 1,000 units, priced between 23.8 and 28.8 yuan. The pins can be attached to clothing or bags, while the magnetic stickers can adhere to refrigerators or any metal surface. Their durable material makes them suitable for collectors.
These T-shirts feature hand-drawn designs, with two main variations: one showing Wukong making a victory gesture, and the other showing him holding the game item “Red Gourd of Victory.” T-shirts are the perfect product to reinforce a player’s connection to the game’s story and world. Wearing a T-shirt allows fans to find common ground with other players in the real world, potentially promoting the game to new audiences.
These mouse pads, featuring game scenes and character images, are available in various sizes, with prices ranging from 17.9 to 34.9 yuan. For gamers, a mouse pad is an essential accessory that not only ensures precise mouse control but also serves as a desktop decoration, enhancing the aesthetic of their personal space. Additional features such as rubber material for added comfort, durable stitched edges, and water-resistant coating make this product even more appealing. As players delve deeper into the game’s storyline, more in-game items are likely to be developed into products to meet the demand for memorabilia. Even if you’re not interested in selling related products, you can use the buzz around the game to boost traffic to your own products.
Phone cases are a highly personalized item that people use daily, making them an excellent medium for showcasing individual taste and interests. For fans of “Black Myth: Wukong,” a range of phone cases featuring game elements can be launched. These cases can be made from high-quality silicone or hard plastic to ensure durability while providing a pleasant tactile experience. Designs could include iconic images of Wukong, signature game scenes, or mysterious symbols from the game. These phone cases not only protect a player’s device but also allow them to express their love for the game and their individuality.
Figurines are highly appealing collectibles for game fans. High-quality figurines based on the main characters from “Black Myth: Wukong” can be crafted from PVC or resin, with hand-painted details to bring each character to life. Various sizes can be offered, from small desktop figures to larger display pieces, catering to different preferences. The packaging can also be designed as a deluxe gift box, adding to the collectible value.
