Tetris will focus on expanding the brand internationally throughout the year by introducing new games, apparel, toys, lifestyle goods and more in markets worldwide via the help of international agents. Brand Fresh Management has inked a deal to represent the brand in the U.S.

“Beyond its premier status as a digital game, Tetris is in the zeitgeist of pop culture, so it’s an exciting time to come on board as the U.S. agency for consumer products,” says Janice Ross, managing partner, Brand Fresh Management. “It’s a brand with a fan base across multiple generations who love Tetris not only for the fun game play, but for its positive message about how we all fit together. I count myself as one of the biggest fans!”

Tetris will also be represented by LDI in Israel, Sagoo in France and Tycoon in Mexico.

“The Tetris brand has reached an amazing 35 years as one of the most renowned video game brands of all time, and is today as popular, if not more so, than ever before among fans worldwide,” says Maya Rogers, president and chief executive officer, Blue Planet Software, agent for the Tetris brand. “We’ve been hard at work to make this an incredible celebratory year, and I’m excited over the many new Tetris-branded merchandise products and experiences that we’ll be revealing throughout the months ahead. A key part of our strategy for continued innovation of the Tetris brand is working with an ever-growing lineup of the industry’s top licensing agents around the world. We’re looking forward to working with Brand Fresh Management, SAGOO, Tycoon and LDI moving forward.”