Sony Europe’s intention to further the recognition and muscle of the PlayStation brand throughout 2010 has been bolstered with news that SCEE ahs signed Target Entertainment as a consumer product agent for PlayStation.
Included within the deal is the PlayStation brand itself as well as the PS3, PSP, PS2, PSOne and Dualshock 3 controller. Target already acts a consumer product agent for PlayStation software IP in the EMEA region.
The agency’s chief goal will be to reach 18-40 year old males and it will primarily target the fashion, apparel, gift and accessories markets.
“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,” SCEE’s peripheral and licensing manager Stephanie Freeman stated.
“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.”