Target Entertainment Group has appointed Kidz Entertainment as the licensing sub-agent for the PlayStation brand and selected software IPs across Eastern Europe and Scandinavia.
The firm will manage a merchandise programme spanning all consumer product categories, excluding PlayStation peripherals and PlayStation specific accessories.
The PlayStation brand incorporates the PlayStation logo, the format logos and well-known symbols and phrases like 'The Game is Just the Start'.
The IPs licensed to Kidz are LittleBigPlanet, God of War, Ratchet & Clank, Wipeout, EyePet and Invizimals.
"We are delighted to be working with Kidz Entertainment and expanding the PlayStation licensing activities into several new territories," said Richard Woolf, director of licensing at TEG.
Morten Geschwendtner, chairman and director of business development at Kidz, added: "We are delighted with this new deal, which will spearhead our focus on corporate and non character brands. We have just hired a former Sony employee to head our brand management in this area and are looking forward to developing strong partnerships with licensees and retailers across Scandinavia and Eastern Europe."