According an official press release sent in just yesterday, Sony Computer Entertainment America announced that it is hoping to expand its business development team by organizing an intellectual property licensing team. Aside from trying to collaborate with game development partners and publishers, the team will also be tasked in increasing the awareness of Sony brands.

Appointed to lead the team is Shelly Gayner, now the director of Licensing within Business Development, who shall report straight to senior VP Phil Rosenberg of Sales and Business Development.

She will be overseeing the team's day-to-day tasks of licensing the PlayStation brand and Sony-developed characters for merchandising and entertainment products.

Gayner has had more than 14 years of experience in the industry, and her legal prowess and knowledge of the game industry will help Sony market the PlayStation brand to a wider audience through merchandising. Her most recent of experience was at the seat of Director of Legal and Business Affairs within SCEA.