Moves have been made to position Tetris as one of ‘the greatest video game brands of all time,’ through a definitive new licensing programme reaching the Asian market until 2020.
The Tetris Company has appointed IMG as its merchandise and licensing agency as it looks to launch a full range of products across the region over the next four years..
In celebration of the 35th anniversary of the Tetris brand taking place next year, IMG will target key product categories including apparel, fashion accessories, bags and backpacks, footwear, consumer electronics, home decor, furniture and more.
The collection will be launched in Korea, China, Hong Kong, Taiwan, Singapore, Malaysia, Indonesia, Thailand, Philippines, Vietnam and through select retailers in Japan.
Since its release in 1984, Tetris has grown to become one of the most popular and recognisable video game brands worldwide.
Miki Yamamoto, SVP of licensing, IMG, said: “Tetris is one if the top-selling video games of all time. It’s played across all age groups from teenagers seeking unique and innovative products, college students looking for a smart and intelligent lifestyle and parents who have been enjoying Tetris since they were young.
“We are delighted to be working with The Tetris Company to capture the hearts of the game’s fan base with new products, and build upon the popularity of this cultural phenomenon.”
Maya Rogers, president and CEO of Blue Planet Software, the sole agent for the Tetris brand, added: “We are thrilled to be working with IMG to further our marketing initiative to grow awareness for the Tetris brand among fans globally.
“IMG has an established reputation for its work with many of the world’s most recognised consumer brands to introduce innovative, high -quality branded goods across Asia and we see this partnership as an integral step to solidify Tetris as one of the greatest video game brands of all time.”