Published in ASI
By Christopher Ruvo
Top 40 promotional products distributor Bensussen Deutsch & Associates (BDA, asi/137616) has sold its video gaming accessories brand, PowerA, to ACCO Brand Corporation, one of the world's largest producers of branded academic, consumer and business products. Financial terms of the deal were not released.
Created in 2009 by BDA co-founders Jay Deutsch and Eric Bensussen, PowerA creates accessory products for gaming that include controllers, cases, audio headsets, charging accessories, starter kits and more. Sold in North America, Europe, Australia and Latin America, the products aim to "seamlessly extend the unique experiences" users get with global gaming brands like Sony, Nintendo and Microsoft, the co-founders say.
As part of the deal, the PowerA leadership team and employees will remain with the business and continue to operate out of the current headquarters in Woodinville, WA. Bensussen will continue to lead PowerA.
"Time flies when you're having fun and building a company that's all about fun," said Bensussen, who will remain president of BDA as well. "It's incredibly rewarding to see the overwhelming love gamers have for our products, and the continued support of our retailer and licensor partners, including some of the largest gaming companies in the world. All of this is made possible by the PowerA crew's passion, creativity, and complete immersion into the expanding gaming universe."
Headquartered north of Chicago in Lake Zurich, IL, ACCO's products sell in more than 100 countries. Its brands include AT-A-GLANCE, Barrilito, Derwent, Esselte, Five Star, Foroni, GBC, Hilroy, Kensington and many more.
"PowerA will be in good company as part of ACCO Brands where it will maintain its pace of expansion as the gaming market continues its hypergrowth across all platforms, including mobile and cloud," said Bensussen.
Deutsch, BDA's CEO, added: "Eric and the entire PowerA team have done an amazing job, and I know along with the terrific team at ACCO Brands, the best days of the PowerA brand are yet to come."
With reported 2019 North American promotional product revenue of $494 million, BDA ranked fifth on Counselor's most recent list of the 40 largest distributors in the industry. Deutsch placed 26th on Counselor's 2020 Power 50, a definitive ranking of the most influential people in the promo industry.