Iconic gaming brand Atari has tapped Hilco Brands and its joint venture partner Musterbrand New York to expand Atari into new merchandising categories.

The deal will see Hilco and Musterbrand handle Atari’s licensing efforts in the US, Canada, Europe, Russia, Australia, New Zealand, South Africa, Japan, Korea and Taiwan, with plans to move into new product lines and merchandising categories including fashion, home, lifestyle and consumer electronics.

Since launching 40 years ago, Atari now boasts more than 200 franchises including hit IPs Asteroids, Missile Command, Centipede, Pong and Breakout. It has also recently transitioned into casual and mobile gaming with Atari’s Greatest Hits, Asteroids: Gunner and Breakout: Boost generating more than 12 million downloads to date.

In addition, its latest game franchise, Super Bunny Breakout (pictured), was launched earlier this month in a partnership with Zynga, and the new Atari Arcade, a web version of the arcade experience, was released in September in partnership with Microsoft.

In other recent Atari news, the company has joined forces with Universal Pictures to develop a feature film based on Asteroids with Transformers‘ Lorenzo DiBoneventura on board to produce.