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In 2022, Misfits made the decision to sell its League of Legends franchise, signifying a confident move away from esports & towards the content creator landscape. They expanded their presence in the Let’s Play & LGBTQIA+ gaming communities & soon noticed a disconnect between their brand mission & brand identity.
‘Battle-scared’ Fidget is making way for a more abstract & genderless bunny, transcending race & communicating through emotion. Brought to life as a universal mascot, championing the new Misfits brand.
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