James Lee Wednesday 15th April 2009 Share this article Share

Companies in this article Sony Computer Entertainment Europe

Sony Computer Entertainment Europe has named Target Entertainment, the production and rights management business, as its consumer product licensing agent for PlayStation software IPs.

Target will take over the role with immediate effect and will develop a range of PlayStation apparel and accessories, including toys, food stationary, and housewares across Europe and Australasia.

"Many of Sony Computer Entertainment's first party software titles and characters are now recognised by millions of people around the world – from the legendary Ratchet and Clank through to the iconic Sackboy from LittleBigPlanet," commented Stephanie Freeman, licensing and peripherals manager at SCEE.

"We really want our consumers to have the ability to interact with our brands and characters in ways other than just on screen. We feel Target Entertainment has the vibrancy and experience to help us do this successfully."

Helen Howells, global brand director, Target Entertainment Group, added: "To work with a brand like PlayStation, and its range of products, is a great opportunity for us. With a portfolio of fantastic games we will offer new and longer standing fans a range of products that will really add to their PlayStation experience."