Australian developer Halfbrick Studios has signed a raft of new international consumer product deals for its best-selling Fruit Ninja app and signed two new sub-agents.

New licensee partners in Europe include Play by Play Toys & Novelties for amusement plush and novelty toys and Poetic Gem for augmented reality apparel.

In Asia, Shenzhen Vicky Technology & Trade is on board for mouse pads, hard disks, LED/USB desk lamps, wallets, and coffee mugs, while Letao will produce shoes and Nokia will bring Fruit Ninja cases, covers, charms and wire collectors to retail.

EMCI/Empire (Asia) and LDI (Israel) have also signed on as sub-agents in deals brokered by Halfbrick’s global consulting agency, HAP Consulting.

Since making its debut on the Apple App Store in 2010, Fruit Ninja has amassed more than 300 million downloads for iPhone, iPad and Android, has become one of the top 10 most downloaded iPhone games ever released, and has 25 million players daily in more than 80 countries.

The latest deals follow on the heels of licensee signings in February 2012 and broaden the IP’s L&M program which already includes new game versions for additional platforms including console (Fruit Ninja Kinect for Xbox Live), online (Facebook’s Fruit Ninja Frenzy), and mobile (Fruit Ninja: Puss in Boots for all iOS devices).