Beanstalk’s Tinderbox arm to helm licensing push for Atari

Tinderbox, the specialist digital media division of Beanstalk, is to develop and manage the global licensing program globally for Atari and its gaming portfolio.

The partnership with Tinderbox comes as Atari celebrates its 50th anniversary, marking the milestone with numerous initiatives, including several new games, brand collaborations and blockchain projects.

Tinderbox will work with Atari to develop and extend the brand globally, with a focus on the US, LATAM, EMEA and APAC across a range of categories including fashion, collectibles, home, gifting and novelty, consumer electronics and more.

“Atari has had great success with our licensing program because our brand is deeply rooted in gaming history, and we have a timeless, recognizable logo and portfolio of games,” said Casandra Brown, Director of Licensing at Atari.

“We know there’s so much more opportunity across our vast catalogue to identify new, exciting and interesting programs and collaborations. There is no better partner than Tinderbox with their prolific experience and reach to bring Atari new, high-quality licensing opportunities to expand our presence in the marketplace in ways that bring value to the brand and increase engagement with the fans.”

Dave Tovey, Head of Tinderbox, added: “Tinderbox is thrilled to be partnering with Atari globally at this exciting time, as the much-loved brand celebrates its 50th anniversary.

“The strength of the Atari brand and its long list of iconic games creates a real opportunity to create exciting and innovative consumer products for Atari fans, both new and old. We are looking forward to working alongside the team at Atari to build brand extensions that honour the legacy of the brand and build upon its success, so that Atari continues to be associated with fun for years to come.”