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AUGUST 2007
SONY COMPUTER ENTERTAINMENT AMERICA SELECTS THE DIMENSIONAL BRANDING GROUP AS EXCLUSIVE LICENSING AGENCY
 Companies Work Together to License PlayStation® Brand and Related Intellectual Properties for Merchandise and Entertainment Products
Sony Computer Entertainment America Inc. (SCEA) today announces the appointment of the Dimensional Branding Group (DBG) as its exclusive licensing agency for representation of the PlayStation® brand, first-party software title characters and related intellectual property for use on branded merchandise. DBG will work directly with SCEA’s newly formed Licensing group, headed by Shelly Gayner, the director of Licensing and Business Development.
“For millions of consumers worldwide, PlayStation is a way of life, so it’s a natural extension to license the brand for lifestyle products that are innovative and engaging,” said Shelly Gayner, director of Licensing and Business Development, SCEA. “The Dimensional Branding Group brings the perfect blend of inter-active industry knowledge and contemporary licensing expertise that will also enable us to introduce and extend the PlayStation brand to a wider audience.”
Based in the San Francisco Bay Area, Dimensional Branding Group (DBG) focuses on brand licensing with a unique emphasis on strategic marketing, inter-active expertise and consumer research. DBG specializes in developing evergreen toys & games, children and iconic brand trademarks into entertainment placement and new extension markets.
“DBG is very proud and excited to be member of SCEA’s licensing team and we plan to carefully build dimensional brand extension programs that will become unique and progressive consumer product initiatives,” said Larry Seidman, CEO of Dimensional Branding Group. “Many of SCEA’s first-party titles are long running franchises whose fans feel they inhabit the characters and scenarios—these are ideal properties for licensing into more traditional categories such as publishing, toys, home décor, and stationery.”
John Leonhardt, President of Dimensional Branding Group, who will be leading the DBG PlayStation licensing team adds, “As a video game industry veteran, I have always admired the PlayStation brand and its properties, I look forward to expanding the brand presence in the consumer products industry.”
For more information about licensing opportunities contact:
Marsha Armitage-Bristow
EVP of Licensing
The Dimensional Branding Group
415-442-5111
marsha@dimensionalbranding.com
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