Halfbrick has expanded its Fruit Ninja program across multiple categories, with new partners including Mattel, Jazwares, Basic Fun and Nanco.
Basic Fun is on board for handheld electronic devices and key chains; Jazwares for plush, figures and electronics; Mattel for card and board games; and Nanco-Nancy Sales for amusement plush and novelty toys.
Apparel partners include Bioworld merchandising for headwear, bags and accessories; Hybrid for apparel; and MjC for sleepwear, loungewear and underwear.
In addition, Halfbrick has signed Coveroo for phone cases, Calendar Holdings for 2013 calendars, Healthy Food Brands for fruit snacks and gummies, SmileMakers for stickers and Trends International for posters.
"Working with partners to create Fruit Ninja products has always been part of our long-term plan, but we have been very selective, both in choosing our partners and in approving their products," says Shainiel Deo, chief executive officer, Halfbrick. "The end result is a strong coordinated product line-up that will start hitting shelves this week and later this and next year."