In an effort to further bolster the PlayStation brand and spread awareness of some of the top PlayStation games, Sony Computer Entertainment America is launching a new licensed apparel program. Some of the key franchises to be showcased through various apparel and accessories include God of War, Ratchet & Clank, Resistance Fall of Man, Heavenly Sword and Little Big Planet.

Four companies have gotten involved in the initiative so far. IV Gear Inc. will develop "an extensive line" of t-shirts, headwear and other apparel "for the specialty and mid-tier market." Fortune Fashions will produce t-shirts and hoodies and will focus on the mid-tier market and mass retail channels. Bioworld will produce headwear, bags and accessories. And MJC will offer boys and young men's boxers and loungewear.

"PlayStation is an extremely strong and well-known brand," said Shelly Gayner, Director of Licensing, SCEA. "We feel that this is a great opportunity for us to satiate our core fans and extend and capitalize on PlayStation name recognition by creating a new line of apparel in connection with the PlayStation brands and our top franchise titles."

"With the addition of this diverse roster of creative and passionate apparel partners this marks the initiation of PlayStation as one of the most innovative and cutting edge licensing programs," added John Leonhardt, President of Dimensional Branding Group, who is leading the DBG PlayStation licensing team.