Studio MDHR is currently working on Cuphead, a 2D platform game that is set to come out this year for PC and Xbox One during the mid-part of 2017, which if the game doesn’t face another delay we will be approaching its release soon. Recently, though, the devs have been in collaboration with merchandise maker King Features. The company seeks to make toys, giftware and other novelties based on Cuphead, soon.

Studio MDHR every now and then secretly updates Cuphead’s FAQ (frequently asked questions) page explaining things about the 2D platform game. Although the team did not post anything recent on their social media outlets to stir up excitement for Cuphead, they did note that a super sneak peek will come soon.

In addition to the above, the news that’s about to roll in probably has no relations to the super sneak peek reveal of something special, but does stand to be an interesting move by the devs in that they have confidence Cuphead could something special… even more-so than what some may think.

According to publication site Animation Magazine, the 2D platform game will gain merchandise thanks to a partnership that Studio MDHR struck up with King Feature. The latter name is a member of Hearst Entertainment and Syndication Group, which combines Hearst’s cable network partnerships, television programing activities, and newspaper syndication with merchandise licensing operations. King Features is noted to be one of the world’s top distributor of comics, columns, editorial cartoons, puzzles and games, distributing in print and online.

King Features will pursue licensees across multiple categories, including action figures, apparel and other cross-branding initiatives relating to Cuphead according to Animation Magazine. This also includes direct-to-retail programs, novelties, social gaming, slot machines and giftware.

We also learn some more interesting stuff from the publication site, which sits below.

“King Features continues to grow its licensing division and Cuphead is a fantastic fit with our portfolio of classic characters,” said Jarred Goro, director of licensing for North America at King Features. “As cutting edge and totally cool as this video game is for today’s gamers, it’s remarkable that its creators have taken their inspiration from the classic cartoons of the 1930s, particularly those of Fleischer Studios.”

Chad Moldenhauer, co-founder of Studio MDHR, had a few things to say about the collaboration:

“Right from the beginning of our conversations, it was clear to me that King Features would represent us well in the marketplace,” says Chad Moldenhauer, co-founder, Studio MDHR. “They instantly recognized why the art and gaming communities have been showing ‘Cuphead’ the love and saw the licensing potential in our property. We’re stoked to be working with them.”

Hopefully this means that the devs won’t cancel the project seeing that they are taking into consideration that there is demand for Cuphead merchandise and for the game itself. The actual game is said by the devs to release sometime the mid-part of 2017 for PC and Xbox One.