By Gary Symons
TLL Editor in Chief
ESI Cases and Accessories and The Tetris Company have announced a new licensing partnership. Under the agreement, ESI will release a range of TetrisTM branded consumer electronics products across the United States and Canada.
The deal was brokered on behalf of ESI by Starwood Brands; a brand licensing agency that represents top-tier manufacturers in their licensing partnerships.
ESI Cases & Accessories has been in the consumer electronics business for over 30 years, specializing in the development of high-quality, innovative products for a wide range of categories. The company maintains an extensive portfolio of brands including Body Glove, Rayovac, Everlast, Billboard, Rolling Stone, Trip Advisor, and more
“We’re excited to be working with ESI to further expand the Tetris brand’s presence in the consumer electronics market,” said Tetris president and CEO Maya Rogers. “With a broad range of accessories targeted to gamers, we can’t wait to see what they come up with for our Tetris players.”
The new partnership will allow ESI to design, develop and distribute a wide-ranging assortment of consumer electronics products under the Tetris brand.
Tetris is one of the leading video game brands in the world, and certainly among the longest lasting. The game was famously developed by a Russian programmer, and then brought to the West by licensing entrepreneur Henk Rogers, who managed to cut a licensing deal with the Soviet government during the Cold War.
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Rogers then licensed the game for use on Nintendo’s Game Boy platform, where it became the world’s most popular mobile game.
ESI’s new product range will consist of gaming accessories, including headsets, keyboards and blue light glasses, wireless and mobile accessories, and audio/video accessories.
“Tetris has enjoyed huge global appeal since it first launched in the 1980s and this partnership will create a fantastic line of products that play off of the Tetris brand’s colorful aesthetic and youthful appeal,” said ESI president and CEO Elliot Azoulay.
The new Tetris consumer electronics collection will begin shipping in the third quarter of 2023.
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