Sony hits the target with new IP deal

Samantha Loveday

By Samantha Loveday

April 7th 2009 at 10:40AM
Sony hits the target with new IP deal

Target Entertainment Group to licence PlayStation video game software IPs.

With the video games market still experiencing growth, Target Entertainment Group has made the canny move of teaming with Sony Computer Entertainment Europe, becoming the consumer product licensing agent for PlayStation software IPs.

Following the success of SCEA's licensing agreement with Dimensional Branding Group, TEG will operate across Europe and Australasia on all consumer products (excluding PlayStation peripherals and PlayStation specific accessories).

Target will develop ranges of PlayStation apparel and accessories, toys and plush, stationery and gifts, housewares and food, as well as a number of promotions.

"Many of Sony Computer Entertainment's first party software titles and characters are now recognised by millions of people around the world - from the legendary Ratchet and Clank through to the iconic Sackboy from Little Big Planet (pictured)," said Stephanie Freeman, licensing and peripherals manager at SCEE.

"We really want our consumers to have the ability to interact with our brands and characters in ways other than just on screen."

Helen Howells, global brand director at TEG, added: "To work with a brand like PlayStation, and its range of products, is a great opportunity for us. With a portfolio of fantastic games, we will offer new and longer standing fans a range of products that will really add to their PlayStation experience."