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Target Entertainment Group has appointed Australian licensing agent Blue Chip Brands Pty Ltd as the sub-agent for PlayStation® software IPs (intellectual properties) in Australia and New Zealand. The appointment will see Blue Chip Brands manage a merchandise programme spanning all consumer products categories excluding PlayStation® peripherals and PlayStation specific accessories. Continued growth in the video game sector has ensured that Sony Computer Entertainment Europe’s first party software titles and characters have a huge following globally, including a thriving business in Australasia. In Australia the video games industry has enjoyed 43% growth in the last two years and is now worth around $2 billion, double the size of box office cinema. Australian statistics reveal that 88% of homes own a device for playing computer or video games. This figure supports Blue Chip Brand’s plans for a well co-ordinated merchandise programme to allow consumers to interact with their favourite brands in ways other than just on screen. With iconic titles and characters including Ratchet & Clank™, Sackboy™ from LittleBigPlanet™, Kratos from God Of War® and the global phenomena of Singstar™ and Gran Turismo™ the Sony Computer Entertainment Europe brand portfolio delivers an opportunity for fans to access a diverse range of product to add to their PlayStation® experience. Blue Chip’s initial focus will be directed towards LittleBigPlanet and Ratchet & Clank, as well as the God of War and Gran Turismo franchises which will have maximum appeal to the older teen and adult market. Target categories will include apparel, toys, collectibles, posters, sporting goods and a strong push for consumer cross promotions. Anthony Harvey, CEO of Blue Chip Brands said: “We are absolutely delighted to be working with Target Entertainment Group and Sony Computer Entertainment Europe on extending the reach of their software IPs into other consumer products categories. We are all about representing blue chip clients and they don’t get much better than Sony Computer Entertainment Europe. I’m really excited about the existing titles we will be working with like God of War and LittleBigPlanet, but there’s also an amazing opportunity with some brand new titles soon to be released such as EyePet™ and Invizimals™ that will take playing video games to a new level all together.” Helen Howells, global brand director at Target Entertainment Group added: "We are thrilled to be working with Blue Chip on the Sony Playstation portfolio. Anthony's experience in working with top class 'brands' and developing strong retail programmes is second to none and his approach is consistent with Target's strategy in this regard". The Sony PlayStation licensing programme joins a growing stable of properties for Melbourne based Blue Chip Brands, which already manages Jeep, Rachael Hale, Humphrey’s Corner, Mad Keen and Budweiser. |