Bulldog Licensing has entered into an agreement with PopCap Games to represent its game properties in Europe.
These include hit downloadable titles Plants vs Zombies and Bejeweled.
Bulldog says it's looking to partner with interested parties throughout Europe, with a 'major focus' on Plants vs Zombies, which has been downloaded over 120 million times worldwide.
During the Brand Licensing Europe 2012 show, Bulldog says it was inundated with requests for information from European licensees and retailers.
"The initial focus will be on collectibles, apparel, housewares and toys," read a statement. "Bulldog is already in advanced discussions with a number of leading licensees in these areas."
Bulldog MD Rob Corney added: "We are very excited about this new project.
"The PopCap team are responsible for some of the world’s biggest gaming hits and Plants vs Zombies in particular offers huge potential to the licensing sector, so we expect to be dealing with a lot of interest moving into 2013."
PopCap has already launched an official Plants vs Zombies online merchandise store, and has previously inked a number of consumer products deals.
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