Video game console brand will expand into new categories with the help of Tinderbox.

Microsoft has appointed Beanstalk to represent its video game console brand Xbox in the U.K., Europe, Australia and New Zealand.

The new agreement will leverage the current Xbox identity while expanding it to the high street market. Tinderbox, the digital division of Beanstalk, will oversee the development of the licensing program.

“The Xbox brand has an emotional connection to generations of gamers worldwide,” says Dan Amos, head, Tinderbox. “Many Xbox owners, including myself, remember their fondest gaming memories with an Xbox controller in hand. We are excited to leverage the unique Xbox brand identity developed over the last 15 years to bring to market Xbox branded lifestyle products worthy of its loyal fan base.”