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April 24, 2006

Xbox merchandising deal

Posted by Benjamin J. Romano at 12:49 PM

4sight licensing solutions has signed a multi-year deal with Microsoft around promotions and licensing of the Xbox 360. 4sight is a subsidiary of 4Kids Entertainment, which recently announced a collaboration with Microsoft on children's gaming.

Under the 4sight agreement announced today, the company "will serve as the exclusive agent for Xbox on a global basis" with an eye toward expanding its reach and establishing the gaming system as "a cutting-edge lifestyle brand."

In a statement, Eli Friedman, director of Xbox global brand marketing, said plans include selling Xbox-branded products "to areas beyond the current distribution of the console and the games."

No word in the news release on the deal value or specific merchandising and licensing opportunities beyond the earlier 4Kids partnership on the Viva PiƱata television series and video game.


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