Consultancy firms AT New Media and Virtual World Licensing have joined forces to offer services to gaming, social and virtual brands looking to enter the toy licensing space.
Both firms are keen to stress that the firm venture is a consultancy first and an agency second.
It will first manage the brand licensing roadmap for digital brands to ensure they are ready for licensing, and to allow for tweaking to increase likely revenue. It will then pursue potential licensees and licensing partnerships.
"We're finding more and more digital brands are seeking to enter the toy marker," explained Steve Reece, CEO of Virtual World Licensing. "The challenge for many of them is that they have normally done a fantastic job of build their brands, but don't have the knowledge, resources or expertise in toy licensing and publishing to enable them to efficiently maximise the opportunity, while managing the brand and ensuring a two way flow of benefits - the brand creating licensing revenue, and the licensing programme creating further buzz and buy-in from consumers.
"By partnering with AT New Media, we combine our intimate knowledge of the toy market in the UK, Europe, North America and beyond, with cutting edge insight and presence in the gaming world."
Simon Kay, CEO of AT New Media, added: "At a time when the gaming and app market is what everyone is talking about, it is important to offer the market high quality solutions.
"This new venture brings together two parties with strong and complentary skill sets and contact networks, enabling us to offer a powerfully effective solution to those gaming and social brands who want to increase their revenue via toy licensing."
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