The road to XBOX ONE. Follow the journey

Microsoft signs new 360 marketing deal

Under the agreement, 4sight will serve as the exclusive agent for Xbox on a global basis, and aims to expand the brand’s reach with a wide-ranging licensing programme. 4sight will handle all merchandise licensing with Microsoft’s Franchise Development team.

This partnership comes hot on the heels of 4Kids’ and Microsoft’s recently announced collaboration, Viva Piñata. Created by Rare, the high-energy property will encompass an immersive video game and television series, as well as a wide range of licensed products.

“We considered a number of leading agencies to represent the Xbox, but it was the team at 4sight who demonstrated an understanding of the Xbox’s long-term strategy,” said Ed Ventura, director of franchise development at Microsoft. “They presented a clear direction as to how to expand the brand into a broad-based licensing programme that will enhance Xbox 360.”

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