The acquisition will allow both companies to benefit from combined marketing, creative services, infrastructure resources and more.
NORTH AMERICA–In a move to further evolve into a multi-platform entertainment company, Bay Tek Games has purchased the licensing and branding firm Dimensional Branding Group.
Under the terms of the agreement, Dimensional Branding will become a division of Bay Tek Games, which is part of a collective group of companies referred to as the Village, and will provide expertise in categories including toys, publishing, corporate and game environments.
In addition, Dimensional Branding, whose past and current clients include Whac-A-Mole, Skee-Ball, Jenga and Sony PlayStation, will continue to operate in the San Francisco Bay Area.
“We could not be more excited to be integrated into the outstanding team that is developing Bay Tek’s new IP for future games, its ambitious long-term marketing and licensing strategic vision, and continuing to build upon its flagship brand, Skee-Ball,” says Larry Seidman, chief executive officer, Dimensional Branding. “This new relationship with Bay Tek Games also enables DBG to significantly expand its agency footprint, business development services, licensing sales and overall marketing efforts. We intend to fully leverage Bay Tek’s excellent manufacturing capabilities, its talented team of creative and business professionals and its proven business expertise.”
Furthermore, both companies are expected to benefit through economies of scale and from combined marketing, creative services and infrastructure resources resulting from the agreement.
“With DBG now in-house, we will be able to greatly expand DBG’s customer base and servicing capabilities,” says Larry Treankler, chairman, Bay Tek. “In addition, the expertise of the DBG team will be of tremendous value as we create new brands, products and content and extend our company’s reach to a broader range of markets and users. It’s a 1 + 1 = 3 partnership that makes total sense.”