Call of Duty, World of Warcraft, Skylanders, Diablo. These are all franchises that any gamer would know. Hardcore fans who have gone to BlizzCons may have several pieces of memorabilia from Blizzard's franchises. Call of Duty also even has branded merchandise, including a drone being sold a Walmart. But apparently, Activision Blizzard wants to do more, so it has created a new consumer products division to find new ways to leverage its franchises.

The new division will be headed by former Mattel and Disney exec Tim Kilpin. “Activision Blizzard is a global entertainment powerhouse, and its combination of iconic franchises and massive audience reach offers incredible opportunities for retailers and partners,” he said in a statement.

Activision is tasking Kilpin with creating new products to keep fans interested in the company's franchises, as well as expand its reach to other audiences. So, if things go smoothly, expect announcements in the future of long-term retail partnerships, better branded products and new enteractive experiences.

“Inspiring play, competition, and community underpins everything we do, and giving audiences new ways to experience our franchises is core to this commitment,” Activision Blizzard CEO Bobby Kotick said in a release. “Under Tim’s leadership, we will elevate our consumer product offerings to the same level of exceptional quality as our games and transform the ways audiences connect with the characters they love in their everyday lives.”