Tinderbox's first clients will include tween social network MovieStarPlanet and app properties.

Beanstalk targets digital brands with new licensing division

Agency Beanstalk has launched a new digital licensing division: Tinderbox.

This new arm of the business will be led by a team specialising in digital properties, and will be dedicated to working with these kind of brands "to realise their potential in the world of consumer products". 

"With reports that one billion smartphones will be shipped globally in 2013, and that 84 per cent of people worldwide say they couldn’t go a single day without their mobile device in their hand, the face of the licensing industry is changing radically due to the influence of technology on consumers’ habits," read a statement.

Tinderbox’s first clients will be the tween social network MovieStarPlanet and entertainment app properties My Singing Monsters and The Beetnuks. 

The existing MovieStarPlanet licensing programme, developed by Beanstalk, already includes publishing, apparel and accessories, stationery and home décor. Tinderbox will aim to extend this further.

"Tinderbox has been developed to address the market need for a brand licensing agency expert at extending digital properties – from social networks to interactive gaming, and all categories of apps including games, entertainment, and lifestyle. Tinderbox will partner with digital properties at any stage in their life cycle, whether emerging or established, to get them ready and activate their brand through licensing." 

Dan Amos, Head of New Media at Tinderbox, commented: “The ability to engage with consumers in countless and increasingly more direct ways has resulted in a visible impact on the licensing industry. A brand can be born in the digital space, gather significant momentum and form a bond with consumers as deep as franchises decades old. 

"It’s a very exciting time for the licensing industry, with incredible product innovations forming connections between the virtual and the physical world.” 

Michael Stone, CEO of Beanstalk, added: "Digital is one of the fastest growing categories in brand and entertainment licensing, which is why we felt it was necessary to create a new business unit that operates as an extension of Beanstalk and could address the individual needs of new and existing brand partners."

To find out more, visit www.tboxagency.com

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