Target Entertainment Group has appointed m4e AG as the licensing sub-agent for PlayStation software IPs in Germany, Austria and Switzerland, while subsidiary Telescreen will act as the sub-agent in Benelux.
The appointment will see m4e manage a merchandise programme spanning all consumer products categories (excluding PlayStation peripherals and PlayStation specific accessories).
"We are really looking forward to working with m4e and Telescreen to develop the licensing opportunities for PlayStation IPs in Western Europe," said Helen Howells, global brand director at TEG. "Like Target, m4e is a forward thinking company that has identified gaming as an important entertainment platform and a key growth area for the licensing business."
Peter Kleinschmidt, SVP, group marketing, brand management and business development at m4e, added: "Sony PlayStation is a very strong and powerful brand and games like SingStar or Gran Turismo have sold millions of units in Europe alone - a perfect basis to enter into the licensing business and to develop a broad and high quality merchandising programme for a steadily growing target group."