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BENlabs Appointed as Licensing Agent for PAC-MAN

05/06/2023
Consultants
London, UK
197
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BENlabs will secure advertising opportunities for the iconic retro game

BENlabs, the global leader in rights clearance and merchandise licensing, has been appointed as agent for the iconic video game PAC-MAN for advertising and promotional opportunities. Unlike other gaming IPs (intellectual properties), PAC-MAN has only so far been used in advertising campaigns with carefully chosen partners and for specific occasions. Representing the intellectual property of the game in the UK and French markets, BENlabs will secure advertising opportunities for the retro game (but not for merchandising uses), whilst looking to associate the brand with a variety of products and services campaigns. 

With extensive experience in the advertising space, where they connect brands with the world’s most beloved personalities/IPs, BENlabs are passionate about spotlighting the ways licensing an iconic character in an ad campaign can effectively drive emotional engagement between a brand and its customers. With strong ties within the gaming industry and an impressive client list featuring brands like Ubisoft, EA and Square Enix for Product placement opportunities and content creator campaigns, the latest partnership with the versatile and cult IP is a natural fit for BENlabs. 


PAC-MAN has been cherished by numerous generations of gamers since its original launch as an arcade game in 1980. PAC-MAN’s world is colourful, fun and easily transferable to an advertising spot, where creatives can work with the PAC-MAN classic style-guide and various character designs available for licensing (PAC-MAN and his meals and the four coloured ghosts).

Some of the key licencing categories that BENlabs will focus on include Banking/insurance, telecommunications, car manufacturing, and FMCG (Fast-Moving Consumer Goods), in particular food brands - a nod to PAC-MAN’s job in the game, but also its name, which is derived from "Paku Paku" (パクパク), a Japanese onomatopoeia for eating. More specifically, it refers to opening and closing one's mouth many times, just as PAC-MAN himself does.

The latest partnership will allow BENlabs to continue building emotionally-filled licensing partnerships between brands and utilise its expertise for the iconic PAC-MAN brand.

The team at BENlabs comment: "BENlabs is a pioneer in the entertainment and licensing industry, and has been representing icons such as Albert Einstein, Andy Warhol, Muhammad Ali and Marilyn Monroe, to name but a few, for over 30 years. We want to continue  representing the powerful legacies these talented individuals left behind, whilst expanding our representation business into categories that not only fit with our company culture but also appeal to today’s consumers and allow them to differentiate themselves from the crowd. We want to continue building emotionally-filled licensing partnerships between brands and look forward to utilising our expertise for the benefit of our newly represented IP, PAC-MAN."

PAC-MAN™& ©Bandai Namco Entertainment Inc.

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