Performance Brands is celebrating the first signing to its new digital division as PB Digital becomes the global licensing agent for Clumsy Ninja.
The new division, spear-headed by the firm’s head of European licensing Michele Pearce, focuses on digital toys, promotions and publishing.
Clumsy Ninja, the global mobile game from NaturalMotion Games, is the first property to sign with the new division as the property eyes global expansion into the licensing arena.
Clumsy Ninja is a virtual character that expresses self awareness and is the first mobile game to use NaturalMotion’s Euphoria motion engine, enabling the character to act in new ways every time it is engaged with.
Pearce, VP of PB Digital, said: "We are already captivated by this charming character and expect a very positive response on a global scale.
"The potential for the Clumsy Ninja franchise to perform well across many licensing platforms is an exciting challenge for us to the forwards and we are delighted to be appointed as Clumsy Ninja’s global licensing agent."
Torsten Rail, CEO of NaturalMotion, added: "Clumsy Ninja has captured the imaginations of millions of players since launch, and we believe that PB Digital is the right partner to explore opportunities for the character and game."
Over the last five years, Performance Brands has seen a growth in its digital partnerships, with relationships with Nintendo, Ubisoft and Pokemon.
The new digital arm of the licensing agency will now allow the company to expand these and new brands across digital toys, digital publishing and promotions.
Pearce added: "I am looking forward to working with our digital and toy partners that we already have on board to develop fantastic opportunities for new and existing clients."