The pairing of Tetris and Sanrio ‘is an incredible opportunity on global scale’

The worlds of Tetris and Sanrio have collided for a new multi-year partnership that will see the pair work together for co-branded games and merchandise.

The first release under this new deal will bring Tetris and a number of the Sanrio characters together in a new online game, scheduled to make its debut on June 3 this year. The partnership arrives as both brands celebrate milestone anniversaries this year.

“The 45th and 35th anniversaries of Hello Kitty and Tetris respectively are the perfect opportunity to launch this exciting partnership,” said Giovanna Sanzo, licensing director at Sanrio GmbH. “Both brands’ devoted fanbases have built up over decades, and we’re confident they’ll love these brand new offerings.”

The two companies will introduce a new co-branded style guide at Licensing Expo, June 4-6 in Las Vegas, which will be available for interested licensees worldwide, in categories such as apparel, cosmetics, stationery and accessories.

Maya Rogers, president and CEO of Blue Planet Software, the sole agent for the Tetris brand, added: “We’re thrilled to announce the coming together of two iconic brands, Tetris and Sanrio, both celebrating huge anniversaries this year, in a collaborative partnership.

“Not only have the Sanrio characters been one of my favourites since childhood, it also has such an incredible history among girls and women. The pairing of these two brands to create games, novelties and fashion items is an incredible opportunity that we think will have great appeal with fans worldwide.”