ABL successfully advised the Bruce Lee Company in reaching a landmark licensing agreement with Tencent, one of China’s leading gaming companies, for the creation and launch of the "Bruce Lee x Pei" skin in Honor of Kings. This collaboration marked a highlight of the game’s 5th anniversary celebration and further reinforced ABL’s position as a key player in entertainment law and intellectual property licensing.

Celebrating Bruce Lee’s Legacy

Bruce Lee, the legendary martial artist, actor, and philosopher, is credited with introducing Chinese martial arts to the world stage. His influence transcended cultural and geographical boundaries, making "Kungfu" a global phenomenon. Even decades after his passing, Bruce Lee continues to inspire, having been named one of Time Magazine's "20 Icons of the 21st Century." As a long-term legal partner of the Bruce Lee Company, ABL has consistently supported its intellectual property protection, licensing initiatives, and commercialization efforts in China.

Honor of Kings: A Global Gaming Phenomenon

Honor of Kings, developed by Tencent's TiMi Studio, is a leading multiplayer online battle arena (MOBA) game featuring iconic Eastern heroes. Since its release, the game has garnered over 200 million registered users globally, solidifying its position as a flagship title in the gaming world. For its 5th anniversary, Tencent unveiled the "Bruce Lee x Pei" skin as part of a major celebratory campaign, combining the legendary martial artist’s iconic image with the game’s vibrant universe.

ABL’s Role in the Collaboration

ABL played an instrumental role in negotiating and finalizing the licensing agreement between the Bruce Lee Company and Tencent. The firm’s expertise in entertainment law and intellectual property licensing was pivotal in ensuring the smooth execution of this high-profile partnership. The launch of the "Bruce Lee x Pei" skin generated widespread anticipation and excitement among gamers and Bruce Lee fans alike, further elevating the celebration of the game’s milestone anniversary.

Advancing Innovation in Entertainment

This collaboration highlights ABL’s ability to facilitate impactful partnerships in the gaming and entertainment industries. By bridging iconic cultural legacies with cutting-edge digital platforms, ABL continues to drive innovation and deliver value for its clients in the ever-evolving entertainment landscape.

ABL is proud to have supported the Bruce Lee Company in honoring the martial artist’s enduring legacy while celebrating the creativity and reach of modern gaming.