October 11, 2016, London, U.K., — Beanstalk, a leading global brand extension agency, has been appointed by Microsoft to represent its iconic Xbox brand in the UK, Europe, Australia and New Zealand.

Following the rising popularity of gaming consoles crossing over into the lifestyle sector, the new agreement will leverage the current Xbox brand identity, taking it onto the high street. Xbox has been a leading games console brand for the last 15 years with a worldwide fan base. Tinderbox, the dedicated digital division of Beanstalk will oversee the development of the Xbox licensing programme, a first of its kind in Europe.

Dan Amos, Head of Tinderbox comments: “The Xbox brand has an emotional connection to generations of gamers worldwide. 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”

About Xbox

Xbox is Microsoft’s premier entertainment brand for the TV, phone, PC and tablet. In living rooms or on the go, Xbox is home to the best and broadest games, as well as one of the world’s largest libraries of movies, TV, music and sports. Your favourite games, TV and entertainment come to life in new ways through the power of Kinect, Xbox SmartGlass and Xbox Live, the world’s premier social entertainment network. More information about Xbox can be found online at http://www.xbox.com.

About Beanstalk

Beanstalk, a global brand extension agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services.  We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer.

Beanstalk offers a breadth of services including brand representation, manufacturer representation, icon representation, retailer partnerships, STUDIO B creative services, approvals management, legal and financial services, and royalty auditing.  Blueprint – Powered by Beanstalk, our consulting division, advises clients through four key practice areas: brand extension + retail development, research + insights, design + identity, and operations + governance. Tinderbox, our digital division, works with gaming and new media properties to realize their potential in the world of consumer products.

The company is headquartered in New York, with offices in London, Miami, and Cincinnati, and affiliates throughout the world.  For more information, please visit www.beanstalk.com. Beanstalk is part of the DAS Group of Companies.

About Tinderbox

Tinderbox, a division of global brand licensing agency, Beanstalk is dedicated to working with digital brands to realise their potential in the world of consumer products. Tinderbox has been developed to address the market need for a brand licensing agency specialising in extending digital properties – from social networks to interactive gaming, and all categories of apps including games, entertainment, and lifestyle. Tinderbox partners with digital properties at any stage in their life cycle, whether emerging or established. To find out more, visit www.tboxagency.com.

About The DAS Group of Companies

The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organisations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.