New co-branded online games and merchandise to launch following deal.
Sanrio has secured a multi-year partnership with the Tetris video games brand to collaborate on games and merchandise.
The first online game collaboration and co-branded style guide will launch at Licensing Expo next month, bring Tetris and any of the Sanrio characters together.
The style guide will also cover categories such as apparel, cosmetics, stationery and accessories.
The partnership comes at a time when both companies are marking milestone anniversaries – Hello Kitty is 45, while Tetris is celebrating 35 years.
“The 45th and 35th anniversaries of Hello Kitty and Tetris respectively are the perfect opportunity to launch this exciting partnership,” said Giovanna Sanzò, licensing director at Sanrio GmbH. “Both brands’ devoted fanbases have built up over decades, and we’re confident they’ll love these brand new offerings.”
Maya Rogers, president and ceo of Blue Planet Software, added: “We’re thrilled to announce the coming together of two iconic brands, Tetris and Sanrio, both celebrating huge anniversaries this year, in a collaborative partnership.
“Not only have the Sanrio characters been one of my favorites since childhood, it also has such an incredible history among girls and women. The pairing of these two brands to create games, novelties and fashion items is an incredible opportunity that we think will have great appeal with fans worldwide.”
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