European and Asian licensing agent Performance Brands has created a new division, PB Digital, which will focus on digital, toys, promotions and publishing.

The company, which already represents Nintendo, plans to consolidate the licensing programs for all of its digital and entertainment clients under the new group.

PB Digital has already signed its first new client–NaturalMotion Games appointed the division as global licensing agent for its mobile game “Clumsy Ninja.”

“Clumsy Ninja” is a virtual friend that users can train, throw and tickle. The app uses NaturalMotion’s Euphoria motion engine to let the character move and react to device movement.

“We are already captivated by this charming character and expect a very positive response on a global scale,” says Michele Pearce, formerly head of European licensing at Performance Brands, who will lead PB Digital as vice president. “The potential for the Clumsy Ninja franchise to perform well across many licensing platforms is an exciting challenge for us to take forwards, and we are delighted to be appointed as Clumsy Ninja’s global licensing agent.”

Joining Pearce on the PB Digital team are Mike Archer, who has a background in marketing and promotions having worked for agencies including The Marketing Store and Prism, as well as running his own marketing company Attivomarketing; Linden Farrow, whose background includes successful toy product development for Hornby and management of all product approval for Nintendo; and Howard Claire, who has held senior roles within the licensing industry for 20 years and has considerable experience in the hard goods/toys sector. 

“I have thoroughly enjoyed my last three years at Performance Brands and the opportunities I have had to really grow this side of the business. I am looking forward to working with our digital and toy partners that we already have on board to develop fantastic opportunities for new and existing clients,” says Pearce.