“Tetris,” is celebrating its milestone 35th anniversary at Licensing Expo with a display of newly launched “Tetris”-brand games and collaborations.

Among the displays includes the “Tetris” and Sanrio collaboration for a new co-branded HTML5 game where fans can play a version of “Tetris” featuring Sanrio characters.

Sanrio and "Tetris" will also introduce their new co-branded style guide, available for interested licensees worldwide in categories such as apparel, cosmetics, stationery, and accessories.

Also, on display is the ipsy partnership. The collaboration is centered around the Glam Bag and Glam Bag Plus, a personalized package filled with five of the latest makeup and beauty products for them to try. This month, ipsy will introduce its new, limited-edition “Tetris” x ipsy Glam Bag and cosmetic collection to members in celebration of “Tetris’” 35th anniversary.

At Games Digital Media will be on hand as well to unveil its new, full-size Legends Ultimate Home Arcade machine, which comes with hundreds of built-in games, including “Tetris.”