Australian game developer Halfbrick announced multiple deals for its Fruit Ninja brand. HAP Consulting represents Fruit Ninja for Halfbrick. New partners include Hybrid (apparel), Loungefly (accessories),  Basic Fun (accessories), Bioworld (accessories) and Mic (sleepwear).

“It’s clear that gaming is becoming more mainstream every day, with millions of customers engaging with unique titles over a variety of new devices,” says Shainiel Deo, chief executive officer at Halfbrick. “We’re aiming to support fans of our games by offering fun and unique products with our current and future licensing partnerships.”