From today, Target has become Target Entertainment Group, reflecting the company's growth and diversification over the last ten years.
Launched in 1998 as a TV distribution company, TEG is now active across the production, licensing, home entertainment and feature film sectors.
To reflect this diversity, and to celebrate its tenth year, Target has also unveiled a new corporate look and brand identity, created by London-based design agency Laing and Carroll. The new look revolves around a multi-coloured arrow marque, with Avant Garde being the new company typeface.
"Target is no longer just a successful distribution company, but a production and rights management business too, with offices in London, New York and Los Angeles," stated CEO Alison Rayson.
"This change to our name, coupled with our new look reflects the fact that Target Entertainment Group is now a multi-genre company, managing rights across multiple platforms around the world."
As well as the new look, TEG has been busy signing up more UK and US partners for its movie, The Nutcracker: The Real Story.
Tudor Models is on board to develop a 1/12th scale collectors' edition of the doll's house featured in the film, complete with a range of miniature porcelain and wooden characters, furniture and accessories. Christy's will produce character dress-up and role play accessories, while Kreative Products is planning Christmas decorations, animated figures and a Russian doll series, along with polyresin scenes from the film.
Meanwhile, in the US High IntenCity will be launching a range of children's costume jewellery and hair accessories, while Roman Inc has added to its line of decorative ornaments, nightlights and yard décor with musical and glass ornaments and stocking holders.
All products will be launched during autumn/winter 2009 as a lead in to the film's anticipated November 2009 release.
"We're delighted to have such a diverse range of UK and US partners on board already, some of whom are manufacturing product ranges often outside the reach of traditional licensing programmes," said Shelley Kerridge, head of licensing at TEG.
"The broad appeal of The Nutcracker means we're able to explore a multitude of different categories and retail tiers which makes this project all the more exciting."