Sony Pictures Consumer Products is to work with Sony Interactive Entertainment to represent merchandise licensing in the US for the PlayStation brand and its PlayStation Studios games including God of War, Horizon Zero Dawn and The Last of Us.
As part of the collaboration, SPCP will manage master toy deals and work closely with SIE to execute licensing programmes in the US that tie into global PlayStation licensing strategies.
The partnership comes during a busy period for the PlayStation brand, with the launch of PlayStation 5 in 2020 and upcoming entertainment content based on popular games including a film based on Uncharted and a TV series based on The Last of Us.
“SPCP is a natural fit to help lead merchandise licensing in North America for the PlayStation brand and our first party games,” said Grace Chen, vp global marketing at Sony Interactive Entertainment. “We are happy to be able to partner with other Sony companies, like SPCP, to leverage their strengths and best practices.
“This collaboration will help ensure great treatment of our IP in licensing deals as well as innovative merchandising ideas PlayStation fans are sure to love.”
Jamie Stevens, evp worldwide consumer products at Sony Pictures Entertainment, added: “We’re confident this strategic collaboration will provide fans with even more ways to interact with the PlayStation brand and their favorite PlayStation gaming IP through creative consumer products in North America.
“By partnering across Sony divisions, we are able to leverage existing teams and infrastructures to maximise brand exposure and create great products for fans. We look forward to working closely with the PlayStation team to develop new strategies to grow the business.”