Tinderbox grows Atari brand in the US ahead of Licensing Expo

Tinderbox – the digital division of Beanstalk and global licensing agency for Atari – has revealed a line-up of new North American partners for the iconic gaming brand.

The new deals come just ahead of Licensing Expo (13-15 June), where Tinderbox will be exhibiting (G134) and discussing further opportunities for the Atari brand.

Philcos has partnered with Atari on a range of on-trend adult apparel and accessories which pay homage to the brand and its line-up of classic games including Pong, Missile Command and Centipede. The range – due to launch at a variety of brick and mortar and e-commerce retailers across the US and Canada – will include t-shirts, sweatshirts, joggers and socks.

American Needle, meanwhile, is on board with a line of headwear featuring classic Atari designs including the logo and game imagery. The company’s partnership with Atari and its gaming portfolio will also include accompanying t-shirts.

Pop culture-inspired fashion specialist, Goodie Two Sleeves has a range of men’s and children’s apparel including t-shirts, sweatshirts and hoodies.

Finally, Ruz USA has partnered with Atari to launch a range of festive and fun seasonal items including stockings, ornaments, seasonal plush toys, tree skirts, seasonal headwear, pins and costumes.

“The newest apparel and accessory partnerships Tinderbox have brought to Atari will add to our brand’s accelerating momentum,” commented Casandra Brown, director, licensing at Atari. “We can’t wait to bring these new products to consumers and look forward to signing on more interesting new partnerships that will reinforce and expand our presence in pop culture.”

Martin Cribbs, vp brand management at Beanstalk, continued: “We are thrilled to be announcing this slate of new partners for Atari in North America. Atari is an iconic brand, and through these best in class partnerships we’re excited to be building its licensing programme to bring a diverse range of products to delight Atari fans. We look forward to welcoming even more partners and continuing to build the Atari programme to honor the legacy of the brand.”

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