Poetic Brands powers up with multi-year Atari deal

Poetic Brands has secured a multi-year deal with iconic gaming brand, Atari to launch a range of apparel, accessories and homeware.

It marks the first European deal brokered by Atari’s global licensing agent, Tinderbox.

The partnership will see Poetic Brands launch a range of Atari products including adult daywear, nightwear, loungewear and swimwear, as well as bags and accessories, plus a homeware range including mugs and LED neon-style lighting.

The collection will be available across a number of retailers in the UK, Ireland and Germany.

“This is such an exciting opportunity for us to work with one of the most recognisable gaming brands in the industry,” commented Elliott Matthews, md at Poetic Brands. “Atari is a dynamic and innovative brand, and we look forward to collaborating with them.”

Atari – which was founded in 1972 – played an essential role in the development of the arcade game, game console and personal computer industries. Its classic games including Pong, Asteroids, Centipede and Missile Command, have been played by millions.

Casandra Brown, senior director of licensing at Atari Interactive, continued: “We are delighted to collaborate with Poetic Brands to bring Atari’s iconic portfolio of IPs to such a diverse range of products. We are focused on expanding and strengthening our licensing footprint in the UK, Ireland and Germany by continuing to provide Atari products for all generations.”

Dave Tovey, head of Tinderbox, added: “We are excited to continue to build out the Atari licensing programme by partnering with Poetic Brands. Atari is an iconic brand with a rich history, and Poetic Brands are the perfect partner to bring innovative and stylish Atari products to consumers.”

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