Target appoints Melbourne agency to develop consumer products programme.
Target Entertainment Group has appointed Australian licensing agent Blue Chip Brands as the sub-agent for PlayStation software IPs in Australia and New Zealand.
The firm will manage a merchandise programme spanning all consumer products categories (excluding PlayStation peripherals and PlayStation-specific accessories).
Blue Chip's initial focus will be on LittleBigPlanet and Ratchet & Clank, as well as the God of War and Gran Turismo franchises. Target categories will include apparel, toys, collectibles, posters and sporting goods, while there will be a strong push for consumer cross promotions.
"We are absolutely delighted to be working with Target Entertainment Group and Sony Computer Entertainment Europe on extending the reach of their software IPs into other consumer products categories," said Anthony Harvey, CEO of Blue Chip Brands. "We are all about representing blue chip clients and they don't get much better than Sony."