As gaming properties like Angry Birds continue their migration to the toy aisles, consultancy groups AT New Media and Virtual World Licensing have launched a new venture designed to offer services to gaming, social and virtual brands that are looking to enter the world of toy licensing.

The new AT New Media Virtual World Licensing will bring together two parties with complementary skill sets and contact networks. AT New Media currently offers consultancy and agency services that are solely focused on licensing opportunities within the digital games and gaming markets. Virtual World Licensing, founded by toy industry vet Steve Reece, helps brands enter the toy market.

The venture comes as digital brands are meeting new challenges in creating licensing programs and generating revenue from such extensions. The companies say the venture will first manage the brand licensing roadmap to ensure the properties are ready for licensing before pursuing potential licensees and licensing partnerships.