The Tetris Company is renewing its existing partnership with IMG in Asia, and has expanded the agreement to include Italy and Central and Eastern European countries.
Since becoming the Tetris brand’s exclusive Asian merchandise licensing representative, IMG has grown the its lifestyle portfolio to include men’s, women’s and children’s apparel and fashion accessories.
This year, the Tetris brand launched apparel collections in China with GXG and Peacebird, and more recently with AQO Studiospace in Korea. IMG also secured a deal with global retailer Uniqlo to create a Tetris-branded men’s t-shirt as part of its ‘The Game Classic Pixels’ collection, available now at Uniqlo stores worldwide.
“The Tetris brand is having another amazing year, with the celebration of its 35th anniversary, new highly acclaimed game releases, and incredible growth of lifestyle product collaborations which IMG has been instrumental in helping us achieve,” said Maya Rogers, president and CEO of Blue Planet Software, sole agent for the Tetris brand.
“We’re very pleased to continue and grow our partnership, and look forward to its continued success.”
Miki Yamamoto, SVP of licensing, IMG, added: “Tetris has become a popular lifestyle brand for fans across the globe and we are looking forward to building on our licensing programme success in Asia and across these new European territories.
“We are delighted with the response from fans in Asia so far and can’t wait to tap into a diverse range of categories and new creative product opportunities over the coming months.”
IMG and The Tetris Company will continue to prioritise products in apparel and fashion accessories, as well as footwear, home décor, furniture and more.
Since the game was first created in 1984 by Alexey Pajitnov, Tetris has become one of the most popular video game brands of all time with more than half a billion mobile downloads to date, billions of games played online per year, and having some of the hottest, must-play games available today, in addition to its broad offering of Tetris-branded products and experiences enjoyed by fans across the globe.