Japanese design and licensing company Sanrio and iconic gaming brand Tetris are partnering on new games and merchandise inspired by Hello Kitty. The multi-year collaboration will kick off on June 3 with an online game that combines Tetris and classic Sanrio characters.
Additionally, both companies will introduce a co-branded style guide available for licensees across categories including apparel, cosmetics, stationery and accessories.
The partnership comes as the Tetris brand celebrates its 35th anniversary, and as Sanrio continues to revitalize the Hello Kitty brand with new content. Earlier this year, the company partnered with New Line Cinema and FlynnPictureCo. to develop the first-ever English-language Hello Kitty movie. The film will be distributed by Warner Bros. Pictures and marks the first time Sanrio has granted movie rights for the character to a major studio in the brand’s 45-year history.
In February, Sanrio also struck a deal with France’s Monello Production and Watch Next Media to bring the cartoon cat back to the small screen with a 52 x 11-minute series called The World of Hello Kitty. It’s set to launch in Q1 2021, with Sanrio controlling licensing and merchandising rights.