As it looks to extend the brand internationally, video games firm Atari has hired Rocket Licensing as the licensor in the UK for both its classic trademark and one of its best known games brands, Alone in the Dark.
The Atari Mount Fuji trademark, first unveiled in 1972, is probably one of the recognisable in the world. Atari is planning to appoint representatives worldwide to licence both the trademark and the images and icons associated with several classic games, including the likes of Asteroids, Breakout, Missile Command and Pong.
Rocket will handle the UK market, targeting the lifestyle sector and such product areas as apparel, homeware and accessories.
The main target market is expected to be adults through fashion and lifestyle outlets. Indeed, Rocket is already in conversation with a number of companies interested in the Atari licence for apparel.
Meanwhile, for Alone in the Dark Rocket is planning a wide range of product including apparel, figurines, art books, music and accessories.
The core market is expected to be gamers from teenage upwards through such outlets as record retail and games stores.
"The Atari trademark is not only one of the most recognisable trademarks in the world, it represents for many people a part of their own history," said Charlotte Hargreaves, senior VP of brand and licensing for Atari. "Alone in the Dark is seen as one of the classic gamers' games.
"These two brands and their associations have a potent place in the imagination of both gamers and the public in general, one that makes them ideal for licensing across a wide range of products. We are delighted that Rocket, a dynamic, innovative agency, is to represent both names in the UK."
Rob Wijeratna, joint MD of Rocket, added: "The Atari logo has had enormous resonance from the era of the first video games right up to the present day and, through games like Alone in the Dark, Atari is still at the forefront of gaming innovation.
"Put simply Atari has huge brand heritage. That's why we are thrilled to have the opportunity to licence both this classic trademark and this trailblazing games brand."