By Allison Watkinson
TLL Reporter
The Tetris Company has appointed IMG as its international licensing representative for merchandise ahead of the Tetris gaming brand’s fortieth anniversary this year.
The amended agreement extends The Tetris Company and IMG’s existing licensing partnership in Asia and Brazil to include additional regions across North America and EMEA.
As The Tetris Company’s licensed merchandise representative across Asia since 2018, IMG has grown the Tetris brand’s lifestyle portfolio in the region through collaborations with well-known brands such as FILA and Uniqlo.
“With IMG’s track record as one of the world’s top licensing agencies, we’re excited to expand our partnership with them in the US, Canada and EMEA,” said Tetris Company CEO, Maya Rogers. “This year is the Tetris brand’s 40th anniversary so we can’t wait to see what opportunities the team at IMG will secure for us.”
The newly-expanded partnership includes representation in key territories such as the United States, Canada, France, Germany, United Kingdom, Middle East, North Africa and India.
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As part of the multi-year licensing partnership, IMG will be responsible for developing a wide range of licensed Tetris products across multiple retail categories.
These categories will include Tetris-themed toys, games, collectibles, apparel, accessories, home, décor, food, beverages, sporting goods, beauty, pet toys, electronics, personal care and more.
IMG’s representatives will be present at the upcoming CES 2024 in Las Vegas to seek new licensing opportunities for the Tetris brand.
“Almost every person who has ever owned an electronic device has played Tetris. Engaging and evergreen gameplay, eye-catching visuals and strong nostalgic cues have made Tetris a global cultural icon,” said IMG AVP, Louie Sandoval. “We are excited to help grow this brand in new directions through a diverse consumer offering that caters to all generations.”
Initially created in 1985 by Alexey Pajitnov, Tetris is a puzzle-based video game franchise and pop-culture brand that has a robust online player community and has sold more than 520 million copies worldwide.
The Tetris brand’s global network of licensees includes major video game publishers such as Nintendo and Sega, as well as numerous partners across electronics, toys, apparel, accessories, entertainment and more.
The worldwide rights to the brand are owned by Tetris Holding, LLC, and The Tetris Company is its exclusive licensee.
IMG is a global company that provides services such as rights management, multi-channel content production, distribution, consultancy and fan engagement to brands and trademarks worldwide. IMG is a subsidiary of the global sports and entertainment company, Endeavor.
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