Sony Computer Entertainment Europe (SCEE) has appointed Target Entertainment Group as the consumer products agent for the PlayStation brand in Europe, Middle East, Africa, and Australiasia (EMEA). Target will develop a strategic licensing plan with SCEE, which will primarily target adult males ages 18 to 40. Product categories for the licensing program will include a range of high spec/high fashion items including apparel, accessories, and gifts. Target and SCEE will also target boys ages 7 to 14 for a range of licensed high street fashion products.
Target already acts as the consumer products agent for PlayStation software intellectual properties in EMEA, following an agreement signed with SCEE in April 2009. The PlayStation brand included the PlayStation logo; the format logos of PS one, PlayStation 2, PSP, and PlayStation 3; the Dualshock 3 wireless controller designs, and PlayStation phrases such as “The Game is Just the Start.”