National retailers’ separate toy and video game buying departments should be more closely aligned, says Namco Bandai.
The company, which is launching its Tekken Card Tournament online game and physical cards, believes better cooperation could benefit the consumer, especially as the divide between video games and toys is blurring thanks to properties like Skylanders.
The video games firm is separate to toy supplier Bandai.
“[Toy and game buyers] should be more closely aligned now,” said Namco Bandai’s UK PR/marketing director Lee Kirton.
“There has always been a link, however age demographics for games compared to toys can be different for the same licence, so you have to tread carefully. But they should come together. And we will always work to try and bring our games licences closer to the toy licences. It’s not as easy as it sounds, though.
“This will improve over time, especially with great new game experiences such as Skylanders, Disney Infinity and Tekken Card Tournament.”
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