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"We are excited to leverage the unique Xbox brand identity developed over the last 15 years to bring to market Xbox branded lifestyle products worthy of its loyal fan base.”

Beanstalk to helm consumer products push for Xbox

Brand extension agency Beanstalk has been appointed by Microsoft to represent its Xbox brand in the UK, Europe, Australia and New Zealand.

The deal will see the firm expand the Xbox brand via a line of lifestyle products.

“The Xbox brand has an emotional connection to generations of gamers worldwide," said Dan Amos, head of Beanstalk’s Tinderbox arm.

"Many Xbox owners, including myself, remember their fondest gaming memories with an Xbox controller in hand. We are excited to leverage the unique Xbox brand identity developed over the last 15 years to bring to market Xbox branded lifestyle products worthy of its loyal fan base”.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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