Atari eyes up licensing expansion

Hilco and Musterbrand on board with classic interactive entertainment brand.
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Legendary video games name, Atari is looking to ramp up its licensing activity.

The company has brought on board Hilco Brands and its joint venture partner Musterbrand New York to handle brand licensing in the US, Canada and Europe, Russia, Australia, New Zealand, South Africa, Japan, Korea and Taiwan.

Globally, Atari is planning to expand into several categories including fashion, home, lifestyle and consumer electronics.

"This brand is all about innovation and fun, and is recognised by people of all ages around the world," said Carlyle Coutinho, SVP of Hilco Brands.

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