PB to Build Assassin's Creed Program

Ubisoft has appointed Performance Brands as the principal agent for its Assassin's Creed gaming property in Asia, Africa, Central and Eastern Europe and Russia. Ubisoft will continue to manage licensing in all other territories including the rest of Europe and the U.S.

A gaming veteran (the company has handled Nintendo's business in the EMEA region for the last six years), PB is looking to expand the popular video game franchise into toys, apparel and accessories, electronics, mobile accessories, dress up and part works publishing.

"Assassin's Creed" first hit the scene in 2007, and has been succeeded by four follow-up games since. The historical action-adventure video game follows the modern day hero Desmond Miles who is descended from a long line of assassins. When he is kidnapped by a secret corporation, Miles must travel back in time through the memories of his ancestors. Ubisoft and New Regency are now planning a film adaptation of the games.

The PB program, which will see product launch by the end of this year, will initially focus on the video game series. A distinctive program will likely be developed for the feature film.

"There are many aspects that I find thrilling about this brand–the sheer quality of the production, the richness and texture of the game play, the real characters in the game that draw you in and create an ongoing story from one game release to another," says Michele Pearce, head of European licensing, Performance Brands. "There is a great sense of ownership from all members of Ubisoft for 'Assassin's Creed.' It really is their jewel in the crown."