The partnership will debut at this year’s Licensing Expo with the launch of an online “Tetris” game that features a selection of Sanrio characters. In addition to the game, the duo will be sharing its co-branded style guide at the event that will include licensing information for the apparel, cosmetics, stationery and accessories categories.
“Not only have the Sanrio characters been one of my favorites since childhood, it also has such an incredible history among girls and women,” says Maya Rogers, president and chief executive officer, Blue Planet Software, the agent for the Tetris brand. “The pairing of these two brands to create games, novelties and fashion items is an incredible opportunity that we think will have great appeal with fans worldwide.”
The collaboration comes during two key milestones for Sanrio and Tetris. This year marks the 45th anniversary for Sanrio and the 35th anniversary for “Tetris.”