Atari and Tinderbox team up for expansion of global licensing programme

Published on: 8th September 2022

Iconic gaming brand Atari has appointed the specialist digital media division of global licensing agency Beanstalk to extend into new categories and territories.

Atari, one of the world’s most iconic gaming brands and interactive entertainment producers, has announced its partnership with Tinderbox, the specialist digital media division of global licensing agency Beanstalk. Tinderbox will further develop and manage Atari’s licensing programme globally for the brand, including its much-loved portfolio of classic gaming titles.

Founded in 1972, Atari played an integral role in the development of the arcade game, game console and personal computer industries. Atari’s games, including Pong, Asteroids, Centipede and Missile Command, have been played by many millions and the brand continues to bring joy to gamers with its expanding portfolio of PC, console and mobile games.

The partnership with Tinderbox comes as Atari celebrates its 50th anniversary. The brand is marking the milestone with numerous initiatives, including several new games, brand collaborations and blockchain projects.

This milestone provides an opportunity to target original Atari fans, gamers and gaming fans, as well as introduce the brand to a new generation of fans with unique and innovative licensed products.

Tinderbox will work with the gaming brand to develop and extend the brand globally with a focus on the US, 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 capitalise on Atari’s extensive library of iconic games spanning 50 years to develop products that celebrate the beloved video games.

“Atari has had great success with its licensing programme because our brand is deeply rooted in gaming history, and we have a timeless, recognisable logo and portfolio of games,” said Casandra Brown, director of Licensing. “We know there’s so much more opportunity across our vast catalogue to identify new, exciting and interesting programmes and collaborations. There is no better partner than Tinderbox with its 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 is thrilled to be partnering with Atari globally at this exciting time, as the much-loved brand celebrates its 50th anniversary,” said Dave Tovey, head of Tinderbox. “The strength of the 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 honour the legacy of the brand and expand upon its success, so that Atari continues to be associated with fun for years to come.”

To learn more about licensing opportunities with Atari, contact


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