Cash injection rejuvenates eJay brand

Ben Parfitt
Empire has bolstered its eJay brand with a major investment and marketing campaign, ahead of a stream of product launches and a push into the console market.

Empire acquired eJay three years ago, but there has been limited investment and activity until March this year, when David Askew joined the firm as general manager.
Askew has driven the re-brand and expansion of the label – and he’s kicking off the campaign with five new product launches next week.

“In the last three months there’s been a huge amount of activity around the eJay brand,” he told MCV. “There are probably about 20 existing products in the range already, and in the last three months we’ve completely revamped the corporate identity, refreshed the packaging and standardised it.”

Empire will be launching 15 new titles in the eJay series in the next 12 to 18 months, spearheaded by a flagship product due next March.

“Next week we’re launching five new music titles, which will all be Vista compliant,” added Askew. “They will all have a completely new look and feel. I want to make a solid to foundation to really build the business again.

“One of our main thrusts in the next 15 months will be to develop products for the console market, which Empire has good links to.”

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Tags: empire , ejay

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