EA Extends Game Brand

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Brand Sense Partners said Thursday that it has teamed up with Electronic Arts Inc. to extend EA’s popular “Need for Speed” video game into a lifestyle brand.


The Los Angeles-based branding company said it will develop consumer goods and services inspired by the racing game as well as seek out licensing agreements for “Need For Speed” branded merchandise.


The initiative was launched Tuesday at the Specialty Equipment Market Association show, the world’s largest specialty automotive and aftermarket products trade show, which is being held in Las Vegas through Friday.


“The Need for Speed franchise has had an unprecedented influence on the expansion of the automotive tuner market,” said Robert Hollander, president of Brand Sense Partners. “We are excited to be developing high quality, high performance Need for Speed products that embrace the lifestyle that this game franchise helped create.”

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