Atari Signs Tinderbox to Expand Licensing Program

Atari has announced its partnership with Tinderbox, digital media division of global licensing agency, Beanstalk, to further develop and manage its licensing program globally for the brand and its portfolio of classic titles.  

The partnership with Tinderbox comes as Atari celebrates its 50th anniversary, marking the milestone with numerous initiatives including several new games, brand collaborations and blockchain projects. The milestone provides an opportunity to target original Atari fans and gamers as well as introduce the brand to a new generation of fans with unique and innovative licensed products.  

“Atari has had great success with our licensing program because our brand is deeply rooted in gaming history, and we have a timeless, recognizable logo and portfolio of games,” says Casandra Brown, director of licensing, Atari. “We know there’s so much more opportunity across our vast catalog to identify new, exciting and interesting programs and collaborations. There is no better partner than Tinderbox with their prolific experience and reach to bring Atari new, high-quality licensing opportunities to expand our presence in the marketplace in ways that bring value to the brand and increase engagement with the fans.”  

Tinderbox will work with Atari to develop and extend the brand globally with a focus on the U.S., LatAm, EMEA and APAC across a range of categories including fashion, collectibles, home, gifting and novelty, consumer electronics and more to be available at mass, specialty and online retailers. Tinderbox will also capitalize on Atari’s extensive library of iconic games spanning 50 years to develop products that celebrate the beloved video games.  

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“Tinderbox is thrilled to be partnering with Atari globally at this exciting time, as the much-loved brand celebrates its 50th anniversary,” says Dave Tovey, head, Tinderbox. “The strength of the Atari brand and its long list of iconic games creates a real opportunity to create exciting and innovative consumer products for Atari fans, both new and old. We are looking forward to working alongside the team at Atari to build brand extensions that honor the legacy of the brand and build upon its success, so that Atari continues to be associated with fun for years to come.”  

Beanstalk, which owns Tinderbox, is exhibiting at Brand Licensing Europe 2022. Find out more info here.