Licensing New Product

Tetris Goes Kawaii with Hello Kitty


Sanrio and Tetris announced a multi-year partnership to collaborate on games and merchandise.


Their first entry brings Tetris and many of the Sanrio characters together in a new online game set to debut June 3. In addition, the companies will introduce a new co-branded style guide at Licensing Expo, June 4-6 in Las Vegas, which will be available for interested licensees worldwide, in categories such as apparel, cosmetics, stationery and accessories.


The partnership comes at a time when Tetris and Hello Kitty celebrate anniversaries. This year, Sanrio marks the 45 anniversary of Hello Kitty, and the Tetris brand celebrates 35 years.


“The 45th and 35th anniversaries of Hello Kitty and Tetris respectively are the perfect opportunity to launch this exciting partnership. Both brands’ devoted fanbases have built up over decades, and we’re confident they’ll love these brand new offerings,” said Giovanna Sanzò, Licensing Director at Sanrio GmbH.


“We’re thrilled to announce the coming together of two iconic brands, Tetris and Sanrio, both celebrating huge anniversaries this year, in a collaborative partnership,” said Maya Rogers, president and CEO of Blue Planet Software, the sole agent for the Tetris brand. “Not only have the Sanrio characters been one of my favorites since childhood, it also has such an incredible history among girls and women. The pairing of these two brands to create games, novelties and fashion items is an incredible opportunity that we think will have great appeal with fans worldwide.”


The announcement comes as a follow-up to last month’s limited-edition collaboration with European sushi house, Sushi Shop, and other previously announced anniversary activities.