Sony BMG Music Entertainment Europe has joined forces with Sony Computer Entertainment Europe to release a version of the PlayStation computer-game console dedicated to U.S. pop star Pink.

Sony BMG Music Entertainment Europe has joined forces with Sony Computer Entertainment Europe to release a version of the PlayStation computer-game console dedicated to U.S. pop star Pink.

Available at retailers in Europe, the Middle East, South Africa and Australia from Oct. 27, the Pink limited-edition PSP consoles will be accompanied with a Universal Media Disc (UMD) containing audio and video recordings of Pink.

The UMD will also contain footage from a U.K. showcase performance, an exclusive interview with the artist and an audio track of "Crash and Burn," which is not on any of her European albums.

Pink PSP buyers will also receive a voucher which unlocks extra digital content.

The games unit, which is pink in color and features the artist on its packages, carries a recommended retail price of €229 ($293).

Targeted at young female consumers, the campaign is the first from Sony BMG's new "brand partnerships" department, which was launched in February and operates from the company's London office.

The initiative also coincides with Pink's European tour, which kicks off Sept. 27 at the Hallenstadion in Zurich and ends on Dec. 20 at the Tony Garnier venue in Lyon, France.

"We're looking for new revenue with brands that target the same audience as we do," London-based Marcel Engh, VP, brand partnerships and new business at Sony BMG Music Entertainment, tells Billboard.biz. "The deal with Sony Computer is the perfect merger of two brands to create a fully integrated product and entertainment campaign."

Engh says Europe-wide campaigns for two other Sony BMG acts are in the pipeline. And the company is also considering similar brand initiatives on a global scale.