Coming soon: BRZRKR lunchboxes, action figures, and shoelaces. BOOM! Studios has announced a multi-year deal with global licensing company IMG that will see IMG manage consumer products licensing opportunities for the hit Keanu Reeves-created franchise. IMG will work to develop BRZRKR outside of comics so that, as BOOM! puts it, “fans [can] engage with the series’ distinctive themes in new ways, including through apparel and accessories, collectables, toys, food and beverage, and location-based experiences.”

Co-written by Reeves and Matt Kindt, illustrated by Ron Garney, colored by Bill Crabtree, and lettered by Clem RobinsBRZRKR follows an immortal mercenary, B. (who, seen below, happens to look a lot like Reeves), as he hunts for the secret behind his immortality. A Netflix adaptation of the comic is already in the works.

BRZRKR finding its way into the hands of IMG is no surprise given Reeves’s involvement. Reeves is represented by WME, which is owned by parent company Endeavor, which also owns IMG. In the PR announcing the partnership, BOOM!’s Filip Sablik and IMG’s Gary Krakower expressed the requisite enthusiasm:

“The immortal universe of BRZRKR has captured the imaginations and flamed the passion of fandom around the world, and we’re only beginning to scratch the surface of the potential of this amazing franchise. We are thrilled to have IMG, the global leader in licensing consumer products, as our exclusive partner to unleash the full potential of Keanu Reeves’ visionary creation,” said Filip Sablik, BOOM! Studios’ President of Publishing & Marketing.       
Gary Krakower, Vice President of Licensing for IMG, said, “BRZRKR is the most exciting original comic book series launched in recent times. With its team of talented celebrity creators, thought-provoking themes and gripping narrative, this series has all the ingredients to become the next big comic universe. We are delighted to come on board as BRZRKR’s global licensing representative and help grow its reach and awareness through targeted consumer offerings.”

Licensing BRZRKR, one of the biggest hits BOOM! Studios has ever had, might feel like a sure thing, especially given Reeves’s popularity and the aforementioned Netflix adaptation. Still, one wonders what products lend themselves to tie-in with a hyperviolent, adult-oriented comic about an immortal warrior. That kids’ lunch pail we mentioned earlier? Probably not going to happen.

Still, the Reeves renaissance won’t be stopped, and with SAG/AFTRA still currently on strike the actor may be looking for alternate sources of income. How much this new deal will bring in for him or the other parties involved will be interesting to see.

You can inquire about licensing BRZRKR for breakfast cereal, pajamas, and laundry detergent here.