Interactive and virtual may be the future, but still believe there's a market for traditional toys in some sense, having today confirmed a new deal with Target Entertainment, who will be responsible for toys based on some of Sony's IPs.

We're promised "exciting ranges of PlayStation apparel and accessories, colourful toys and plush, stationery and gifts, housewares and food, and plenty of fun-filled promotions."

We're thinking a variety of sackboy toys, unless we've got the wrong end of the stick...

"Many of Sony Computer Entertainment's first party software titles and characters are now recognised by millions of people around the world - from the legendary Ratchet and Clank through to the iconic Sackboy from LittleBigPlanet," enthused licensing and peripherals manager Stephanie Freeman.

"We really want our consumers to have the ability to interact with our brands and characters in ways other than just on screen."

By Luke Guttridge