London-based agency will aim to create branded products and experiences for gamers and prospective fans.

Sandra Arcan and Su-Yina Farmer, gaming enthusiasts with more than 30 years of multi-disciplinary experience, have founded a new London-based boutique licensing agent, called Bits and Pixels.

The new agency will be dedicated to delivering bespoke, intelligent brand extensions for some of the world’s most-loved gaming franchises. It will also aim to deliver branded products and experiences that reflect innovation and creativity for gamers and prospective fans.

“We have extensive experience in both licensing and video game publishing, but just as important, we are gamers and proud of it,” says Arcan. “We understand what fans want and how they identify and connect with their favorite games. We want to take video game brands to new and exciting places, reaching new audiences and inviting more people to enjoy the compelling worlds that these games create, with a highly resonating licensing program.”