Fruit Ninja licensing momentum continues to grow - Licensing.biz

Fruit Ninja licensing momentum continues to grow

Partner line-up includes Mattel, Jazwares, Basic Fun and Healthy Food Brands.
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The licensing programme for iPhone app Fruit Ninja is continuing to build, with a raft of product covering toys, electronics, food and apparel heading into stores from this week.

Partners on board so far include Mattel (card and board games), Basic Fun (handheld electronc devices/key chains), Jazwares (plush) and Nanco-Nancy Sales (amusement plush) in the toy sector; and Bioworld Merchandising, Hybrid and MJC in the apparel category.

On top of this, Coveroo (phone cases), Calendar Holdings (2013 calendars), Healthy Food Brands (fruit snacks and gummies), SmileMakers (stickers) and Trends International (posters) are also launching product.

"Fruit Ninja continues to be one of the most popular apps in the world, with a nearly two-year run on the top ten Paid App lists worldwide," said Shainiel Deo, Halfbrick's CEO. "Working with partners to create Fruit Ninja products has always been part of our long-term plan, but we have been very selective, both in choosing our partners and in approving their products.

"The end result is a strong coordinated product line-up that will start hitting shelves this week. For the first time. we're creating characters and personalities around the fruit that players slice through. I'm confident that the Fruit Ninja community will love these products."

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