A raft of new deals for 2023 have been put in place ahead of the Tetris brand’s 40th anniversary celebrations.

Lisle Licensing, the UK merchandising agent for video game brand Tetris, has focused its efforts on securing new partners and renewing successful existing partnerships for the brand during 2022. This includes three new signings and new product lines from existing licensees.

Lisle says enthusiasm and consumer interest in Tetris remains high, demonstrating the continuing popularity for gaming, which fits perfectly with the brand’s 40th anniversary celebrations.

Poetic Brands has been appointed to service a wider retail footprint and join existing licensee Trademark Products; Poetic’s range will build on the Tetris brand’s philosophy ‘we all fit together’ and is anticipated to be bold and bright, in line with the famous Tetrimino shapes.

Gift and novelty lines have always been popular with long-standing Tetris fans. The Hut Group will develop a collection to roll-out at retail across 2023, also focusing on the heritage and longevity of the brand with products which will be sold on its websites Zavvi and Very Neko.

Moonpig has signed on to deliver online personalisation in greeting cards. The Tetris range has joined a roster of other gaming brands and is already proving popular within a short time of going live on the Moonpig website.

Last year, Lisle confirmed that John Adams’ agreement with The Tetris Company had been extended for a further three years, and a new game, Table Tetris, launched this year. The success of the John Adam’s Tetris lines to date puts it in a strong position for continued success with the latest launch.

Francesca Lisle, MD at Lisle Licensing, commented: “It’s another great year for Tetris, which has continued licensing appeal; we had some great catch-ups with partners a few weeks ago during Brand Licensing Europe. Conversations are now progressing for a year of celebrations starting next summer for what we hope will be a really exciting year of 40th anniversary collaborations and launches.”