Target Entertainment Group has been appointed by Sony Computer Entertainment Europe to act as the consumer products agent for the PlayStation brand in Europe, Middle East, Africa and Australasia.
The firm already acts as the agent for PlayStation software IPs in EMEA, after inking a deal back in April.
The PlayStation brand incorporates the logo, the format logos: PS one, PlayStation 2, PSP and PlayStation 3, Dualshock wireless controller designs and well-known phrases and symbols like 'The Game is Just the Start'.
Target will be looking to licence a range of high spec/high fashion items including apparel, accessories and gifts.
"The PlayStation brand has been synonymous with great entertainment for over 15 years and in that time we have built up a great deal of loyalty throughout the PlayStation community," said Stephanie Freeman, peripherals and licensing manager at SCEE. "To be able to give our community more ways to share in the PlayStation brand has to be a good thing and we are excited about how our relationship with Target will bring a whole new element to this."