Atari Names Brandgenuity North American Licensing Agent
Leading Licensing Agency to Focus on Expanding Interactive
Entertainment Innovator into Lifestyle Brand
NEW YORK, NY (September 26, 2008) – Atari, one of the world’s leading producers, publishers and distributors of interactive games and among the most recognizable global brands, has appointed Brandgenuity as its North American licensing agent. Through the partnership, Brandgenuity will work closely with Atari on developing and implementing a multi-tiered licensing strategy designed to expand the Atari brand beyond gaming and onto lifestyle platforms.
The lifestyle licensing program will look to leverage both the instantly recognizable Atari logo, as well as its catalog of pioneering games that began the video gaming revolution: from Asteroids and Breakout, to Missile Command and, of course, Pong. Atari has developed a style guide that features Atari’s iconic logo, the unforgettable imagery from the game maker’s legendary catalog, as well as unique stylings and phrases associated with the Atari gaming experience. Through its programs for such blue chip clients as MGM, Food Network, and World Poker Tour, Brandgenuity has established itself as one of today’s leading licensing agencies. The relationship with Atari covers representation for the brand in all non-gaming product sectors, including apparel, domestics, social expression and accessories.
Atari and Brandgenuity also envision a wide consumer base for the licensing program. The core target audiences include both adults who grew up with the brand, as well as the new generation of gamers who are experiencing Atari’s continued influence in the game sector and its unmatched legacy. Brandgenuity is already in conversation with a number of companies interested in the Atari license.
“Atari has become renowned not only for a recognizable trademark, but for timeless brand values including innovation, originality, competition, and creativity. We are excited to bring Brandgenuity, an agency that shares our energy and imagination on board to bring our brand to a new marketplace,” said Charlotte Hargreaves, Atari’s Senior Vice President of branding and licensing. Jay Asher, Managing Director, Brandgenuity, added, “Brandgenuity is delighted to add such an icon as Atari to our stable of world-class brands. It’s not often you get to work on a brand you worshipped as a kid. The brand 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. We are thrilled to embark on what promises to be an exciting journey with Atari.”
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 www.brandgenuity.com
About Atari, Inc.
One of the world’s most recognized brands, New York-based Atari, Inc. is a third-party publisher and distributor of interactive entertainment software in the U.S. The Company’s 1,000+ titles include hard-core, genre-defining franchises such as Test Drive® and mass-market and children’s franchises such as Dragon Ball Z®. Atari, Inc. is a majority-owned subsidiary of France-based Infogrames Entertainment SA (Euronext – ISIN: FR-0000052573), the largest interactive games publisher in Europe. For more information, visit www.atari.com.
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