In a surprise move, IP company Saban Brands acquired US developer The Playforge last week.

The deal - terms were undisclosed - sees its successful free-to-play game Zombie Farm positioned alongside Saban Brands' other IP such as Power Rangers for future licensing, merchandising and media opportunities.

We caught up with Saban's president Elie Dekel, who previously served as head of licensing and merchandising for 20th Century Fox, to get his take on the deal.

Pocket Gamer: You've previously acquired the Power Rangers and Paul Frank brands. Why do you think Zombie Farm ranks alongside these?

Elie Dekel: We have always had an eye out for ideas, talent and creativity, especially when we consider brands for the Saban Brands portfolio.

Zombie Farm has generated a strong connection with gamers and has sustained its popularity over an extended period of time - strong attributes to be sure.

But we are even more excited about the conjoining of our respective teams. We know the team at The Playforge to be talented, creative, and really good at what they do. In combination with Saban Brands' capabilities and platforms, we see exciting new opportunities on a global scale.

How will the acquisition change day-to-day operations at The Playforge?

We plan to let this talent group continue to flourish and excel at what they do best, which is develop great games.

Hopefully we can add value by giving them a leg up with our traditional media, marketing, licensing, and merchandising expertise.

Why do you think mobile games offer such good opportunities when it comes to licensing, merchandising and media opportunities?

When they are at their best, a popular mobile title can illicit strong emotional response (habit-forming), engage social networks, expand globally, and drive its own ecosystem, even its own economy.

While the evolution of this space is rapid and constantly changing, we see that the applications of strong mobile-driven IP will continue to be a growth area for consumer products and licensing.

How quickly would you expect us to see consumer goods etc released using The Playforge's brands?

We look forward to bringing the fun and creativity of The Playforge games to market in new and exciting ways. Stay tuned.

How worried are you that mobile brands such as Zombie Farm and Angry Birds might turn out to be short term opportunities?

Time will tell. When a property is successful on a massive scale, it does not always translate into long-term success.

Maintaining consumer attention and relevance over time requires a clear strategy and strong partnerships. We have a lot of experience with this and are excited to join forces with the talented folks at The Playforge.

Do you expect to make more acquisitions in this space?

Stay tuned...

Thanks to Elie for his time.