Performance Brands has been developing long-term licensing programs for top global brand names such as BMW, Aston Martin, Ford, Nintendo, IBML Brands (Dunlop, Slazenger, Everlast) in the UK, Europe, and Asia for more than a decade. Performance Brands has now formed a new division, PB Digital.
Over the past five years, Performance Brands’ digital partnerships have grown significantly. Michele Pearce, head of European licensing, has represented Nintendo for more than six years. Michele also spearheaded the pitch to represent Ubisoft (Assassin’s Creed) and to manage all promotional activity for Pokemon.
Michele will take on the new role of vice president for PB Digital and will consolidate the licensing programs for all digital and entertainment clients, using her expertise and leverage with digital developers, publishing houses, and global toy manufacturers to grow global brands.
PB Digital will focus on digital, toys, promotions, and publishing with a team with first-hand industry knowledge of these sectors. Mike Archer has a background in marketing and promotions; Linden Farrow joins the team with a background that includes toy product development for Hornby and management of all product approval for Nintendo; and Howard Claire brings experience in the hardgoods/toys sector.
Performance Brands has also been appointed global licensing agent for Clumsy Ninja, the mobile game from NaturalMotion Games released on November 21. Clumsy Ninja is a virtual friend who feels alive and self-aware. Players train him, throw him, tickle him, and tie balloons to him. The game uses NaturalMotion’s Euphoria motion engine which lets the character sense, feel, move, and react uniquely every time.