Bioworld will extend puzzle brand to Europe and the Middle East.

EUROPE- In a deal that is anything but puzzling, The Tetris Company has tapped global licensee Bioworld to bring the eponymous brand to a range of apparel and accessories for the Middle East and Europe. 

Bioworld Europe will create a line of Tetris-branded clothing and gear, including t-shirts, hoodies, leggings, sleepwear, headwear, bags, belts and other items.

The new products are due to hit retail later this year.

“We are very excited to announce this partnership between Bioworld Europe and The Tetris Company, as we celebrate an amazing 33 years of one of the world’s leading video game brands next month,” says Maya Rogers, president and chief executive officer, Blue Planet Software, the sole agent for the Tetris brand. “We are always on the hunt for fun, new ways to bring the Tetris brand to our fans, and Bioworld Europe will do just that using their expertise and experience to bring great, quality apparel and gear across Europe and the Middle East.”

“Bioworld Europe has a proven track record in using innovative product design and worldwide distribution strength to deliver impactful products that speak to the fanbase of many of the world’s hottest brands,” says Sjoerd Rietveld, brand manager, Bioworld Europe. “We see Tetris, one of the most recognizable video game franchises of all time, as a great addition to our license portfolio and look forward to delivering a great product mix that Tetris fans in Europe and the Middle East will enjoy.”