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Atari Interactive partners with U.S. boutique licensing agency Brandgenuity to transform its logo and games into fashion and lifestyle products

Vintage Innovator to Model new Products after Iconic Logo & Revolutionary Games


NEW YORK, NY (September 1, 2008) – Creator of the first video game universe, Atari Interactive, has signed licensing agency Brandgenuity LLC to help execute a new global licensing strategy and expand its classic and distinctive repertoire in the United States.

Beginning in 1972, Atari developed the globally recognized Mount Fuji trademark and revolutionized interactive entertainment with 80 diverse games spanning from Pong to Centipede. Atari has signed Brandgenuity to help in extending its renowned Atari Mount Fuji logo and the iconic games and innovative graphics, effects, and patterns that transformed gaming forever.

Brandgenuity plans to extend the Atari brand across a diverse range of product categories focusing on apparel, entertainment, and social expression. Atari’s originality and creativity appeal to both the first generation of gamers and today’s American youth—a rare and coveted widespread appeal. Brandgenuity is already orchestrating license agreements with a number of companies pursuing Atari.

Charlotte Hargreaves, Atari’s Senior Vice President of branding and licensing, conducted the agency search: “Atari has become renowned not only for a recognizable trademark, but for timeless brand values including innovation, originality, competition, and creativity. Atari’s reputation amongst gamers and non-gamers alike provides an optimal opportunity for licensing across a variety of products and fields. We are excited to be represented by Brandgenuity, an agency that shares our energy, imagination, and fervor for amplifying Atari’s heritage.”

Brandgenuity is delighted to add the gaming icon to its stable of world-class brands. “We are thrilled to embark on what promises to be an exciting journey with Atari” voiced Jay Asher, Managing Director, Brandgenuity. “The Atari logo has been aspirational since its inception and endured through every trend. The brand also has tremendous appeal— people of all ages and nationalities know and love Atari’s classic images, revolutionary technologies, and iconic products. With gaming licensing at an all time high, the time to write another revolutionary chapter in Atari’s history is now.” Brandgenuity envisions this new chapter to begin with licensed apparel and apparel accessories, footwear, entertainment, electronics and gaming accessories, school supplies, and housewares. With reverence for Atari’s pioneering and authenticity, Asher added, “It’s exciting to work on a brand that we worshipped as kids and now can make relevant again to a new generation of fans.”

About Infogrames Entertainment and Atari:

Infogrames Entertainment (IESA) is listed on the Paris Euronext stock exchange (ISIN code: FR0010478248) and has two principal subsidiaries: Atari Europe, a privately-held company, and Atari, Inc., a United States corporation listed on NASDAQ (ATAR).

The Atari Group is an international producer, publisher and distributor of interactive entertainment software for all market segments and in all existing game formats (Microsoft, Nintendo and Sony) and on CD-ROM for PC. Its games are sold in more than 60 countries.

The Atari Group’s extensive catalogue of popular games is based on original franchises (Alone in the Dark, V-Rally, Test Drive, etc.) and international licenses (Dragon Ball Z, Dungeons & Dragons, etc.). For more information:

© 2008 Atari Europe SASU. All rights reserved.

Xbox, Xbox 360, and Xbox Live are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries.

"PlayStation" is a registered trademark of Sony Computer Entertainment Inc.


About Brandgenuity LLC

Brandgenuity LLC is a leading independent brand licensing agency based in New York. The agency was voted #1 Licensing Agency of the Year 2008 by a leading industry publication. Brandgenuity extends world-class brands into new categories to build awareness and generate incremental revenue. Our trademark licensing services include strategic licensing planning, prospecting, legal support & contract negotiation, and retail development. The agency’s clients include MGM Studios (Pink Panther, Stargate, Robocop, Fame, and Legally Blonde), Food Network, Atari, World Poker Tour, Cadbury Adams (Bubblicious, Sour Patch, Swedish Fish, Chiclets, and Halls), Church & Dwight (Arm & Hammer, First Response, OxiClean), Pabst Brewing Company (Colt 45, Lone Star, Old Milwaukee, Old Style, Primo, and Schlitz) and The Really Useful Group (The Phantom of the Opera) among others. For more information please visit us at


Rachel Humiston
Brandgenuity LLC
(212) 925-0730