Honey Bee
From Sega Retro
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Honey Bee is an original equipment manufacturer which have been producing video game accessories since 1989. For a long while, Honey Bee distributed products under their own name (with a logo shamelssly borrowed from Hudson Soft), though today they merely have behind-the-scenes operations, with their products being sold under different brand names.
From a Sega perspective, one of Honey Bee's closest allies was the Powerplay Group based in the UK, owner of the Competition Pro brand.