Kidz Entertainment/EEMC, the licensing agency for the Nordics and Eastern Europe, changed its name to "Ink" yesterday.

Designit is behind the rebrand, which can be seen at www.ink-brands.com. The new name reflects changes and growth at the agency, most notably the addition of lifestyle brands such as Discovery to its portfolio.

“The increased scope of our operations made it important to have a name that did not simply reflect our role in the children’s sector, as we are starting to represent carefully-selected corporate and lifestyle brands,” says Morten Geschwendtner, chief executive officer. “The new name does not limit us and also very much defines what we are about–which is inspiring people to put ink to a contract. This, combined with our new visual identity, better represents our activities and our future and we are very happy with the job that Designit have done. The new website also looks great–it is very effective at projecting the Ink message but is also understated, using a predominantly black and white color scheme, which reflects the fact that it is our brands that we want to stand out, not us.”