Licensed Fruit Ninja goods to hit retail

Toys, computer accessories and clothing based on Half Brick?s popular app game due.
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Australian game developer Halfbrick has struck several licensing deals to bring Fruit Ninja products to store shelves worldwide.

The studio’s agency HAP Consulting has signed two new sub agents – EMCI/Empire in Asia and LDI in Israel – to bring the popular app game brand to new territories.

In Europe, licensee partner Play by Play Toys & Novelties will launch plush and novelty Fruit Ninja toys, while Poetic Gem will release augmented reality apparel. 

In Asia, Letao is working on Fruit Ninja shoes and Nokia is developing cases, covers, charms and wire collectors based on the brand. Fruit Ninja mouse pads, hard disks, LED desk lamps, wallets, coffee mugs and other products will also hit retail, courtesy of Shenzhen Vicky Technology & Trade Co.

“Since Fruit Ninja is already an international phenomenon, we thought it was crucial to expand the brand’s reach and engage our fruit-slicing fanatics around the world,” said Halfbrick’s CEO Shainiel Deo. 

“We have handpicked some of the best consumer product companies in the international marketplace and look forward to unveiling our line-up to old and new fans.”

Fruit Ninja hit the Apple iTunes App Store in 2010 and has since launched on Android and Xbox 360 Kinect. The game has been downloaded more than 300m times across all platforms. 

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