Chow Tai Fook has announced a new collaboration with Mobile Legends: Bang Bang (MLBB) as part of the game’s 2026 ALLSTAR campaign.
The collaboration introduces exclusive Chow Tai Fook gold merchandise into the ALLSTAR event experience, combining MLBB’s in-game themes with the brand’s jewellery craftsmanship. Running from April 30 to June 28, 2026, the campaign features a deep-sea themed event where players can participate in activities for chances to unlock the limited rewards.
As part of the partnership, the companies revealed collectible pieces inspired directly by MLBB’s in-game universe. The Mythic Necklace is a major highlight from the lineup, designed around the game’s highest-ranked Mythic tier and featuring gold detailing alongside black agate beads. The reverse side also includes an engraved MLBB logo.
The collaboration also includes the Yu Zhong Dragon Gold Charm, a limited-edition collectible inspired by Yu Zhong’s dragon form. Only 100 pieces of the charm will be produced, making it one of the campaign’s most exclusive releases.
Terry Zhang, Head of Global Publishing at MOONTON Games, said: “We’re excited to collaborate with Chow Tai Fook on a partnership that aligns closely with our campaign vision. 2026 ALLSTAR’s deep sea setting and the gold giveaway concept complement each other naturally, which allows the brand to be naturally integrated into the gameplay experience.”
A Trend of Exploring Partnerships Beyond the Game
The collaboration also reflects a growing trend where gaming companies are trying to grow their franchises beyond just the game itself through merchandise, fashion, collectibles, and lifestyle partnerships. With MLBB approaching its tenth anniversary, MOONTON is clearly looking at more ways to connect the game with real-world experiences and products.
This is something we are seeing more often across the industry now. Just recently, SHIFT UP revealed plans to expand Goddess of Victory: NIKKE beyond the game through merchandise, offline events, and broader IP growth, while Rovio Entertainment is also betting big on transmedia with its Angry Birds franchise.
Supercell is also heavily pushing in that direction. A few days ago, the company announced a massive partnership with Spin Master to bring the Clash universe and Brawl Stars into the toy market. Even last year, we saw collaborations like Floafers teaming up with Brawl Stars for gaming-inspired fashion, while luxury brand Balenciaga followed a similar path with Fortnite and PUBG Mobile.
It’s becoming clear that successful games are no longer being treated as just games anymore. Publishers now want these franchises to grow into entertainment brands that people can interact with both inside and outside the game, which is a strong idea if you want to push a long run and catch the eyes of more audiences.
Selected pieces from the MLBB 2026 ALLSTAR Collection will be available through Chow Tai Fook stores in Singapore and Malaysia. Visit the official website for more information.
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