New deal to include all aspects of the PlayStation brand and extends Target’s relationship with Sony Computer Entertainment Europe beyond software IPs

Target Entertainment Group has been appointed by Sony Computer Entertainment Europe (SCEE) to act as the consumer products agent for the prestigious PlayStation® brand in Europe, Middle East, Africa and Australasia (EMEA) Target already acts as the consumer products agent for PlayStation software IPs (Intellectual Properties) in EMEA, following an agreement signed with SCEE in April 2009.

The PlayStation brand incorporates the PlayStation logo, the format logos: PS one®, PlayStation®2 (PS2™), PSP™ (PlayStation®Portable) and PlayStation®3 (PS3™), DUALSHOCK®3 wireless controller designs and well know PlayStation symbols and phrases like ‘The Game is Just the Start’.

Target will work to a strategic licensing plan developed with and agreed by SCEE. The primary target demographic will be adult males aged 18 to 40-years, for which Target will look to license a range of high spec/high fashion items including apparel, accessories and gifts. The secondary target demographic will be boys aged 7 to 14 years, for which a range of high street fashion products will be licensed.

Stephanie Freeman, Peripheral & Licensing Manager at SCEE said: “The PlayStation brand has been synonymous with great entertainment for over fifteen years and in that time we have built up a great deal of loyalty throughout the PlayStation community. 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.”

Helen Howells, global brand director at Target Entertainment Group, added: “Licensees and retailers have already expressed substantial interest in the PlayStation brand so it’s great news that we can now actively start presenting the brand. I expect to be announcing the first deals early next year.”