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Target takes on PlayStation brand

UK-based Target Entertainment Group is extending its relationship with Sony Computer Entertainment Europe, taking on the rights to all aspects of the PlayStation brand.
December 3, 2009

UK-based Target Entertainment Group is extending its relationship with Sony Computer Entertainment Europe, taking on the rights to all aspects of the PlayStation brand.

Having been appointed the licensing agent for PlayStation IPs back in April, Target will now act as the consumer products agent for the PlayStation brand across the EMEA. The deal incorporates the PlayStation logo, the format logos, its Dualshock 3 wireless controller designs and symbols and phrases like ‘The Game is Just the Start.’

The agent will have a primary target demo of adult males ages 18-40, with a secondary target demo of boys seven to 14, for which a range of high street fashion products will be licensed.

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