GDC 13: New toy venture for AT and Virtual World Licensing

GDC 13: New toy venture for AT and Virtual World Licensing
Craig Chapple

By Craig Chapple

March 27th 2013 at 3:09PM

AT New Media Virtual World Licensing to offer consultancy services to gaming, social and virtual brands

AT New Media Virtual World Licensing, which adds to the existing AT Merchandise offering, will offer consultancy services to gaming, social and virtual Brands seeking to enter the world of toy licensing.

The new venture will first manage the brand licensing road-map for digital brands to ensure the brand’s are ready for licensing, and to allow for tweaking to increase likely revenue, before pursuing potential licensees and licensing partnerships.

AT New Media CEO Simon Kay said: "At a time when the social game and app market is what everyone is talking about, it is important to offer the market high quality solutions. This new venture brings together two parties with strong and complimentary skill sets and contact networks, enabling us to offer a powerfully effective solution to those gaming and social brands who want to increase their revenue via toy licensing. By working with Virtual World Licensing we will be able to focus on delivering enhanced value using our mutual intimate knowledge of the Games and Toy worlds.”

Virtual World Licensing CEO Steve Reece (pictured), said: “We’re finding more and more digital brands are seeking to enter the toy market.

"The challenge for many of them is that they have normally done a fantastic job of building their brands, but don’t have the knowledge, resources or expertise in toy licensing and publishing to enable them to efficiently maximise the opportunity, while managing the brand and ensuring a two way flow of benefits - the brand creating licensing revenue, and the licensing program creating further ‘buzz’ and buy-in from consumers.

"By partnering with AT New Media, we combine our intimate knowledge of the toy market in the UK, Europe, North America and beyond, with cutting edge insight and presence in the gaming world.”

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