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Brandgenuity and ATARI Power Up With Nine New Licensees

Brandgenuity Expands Iconic Gaming Brand into Innovative Lifestyle Categories


NEW YORK, NY (February 1, 2010) – The brand at the heart of videogaming broadens scope as leading trademark licensing agency, Brandgenuity, announced today that it has signed nine new licensing agreements to expand the iconic gaming brand, Atari. These exciting new partnerships will include a unique high-end surfboard deal with Walden Surfboards, high-end and specialty apparel with Lancaster Vintage, scratch-off lottery tickets with Pollard Banknote, men’s apparel with C-Life, swimwear and outerwear with Isaac Morris, wall coverings and decals with Blik, luggage tags and novelty journals with Flapjack Toys, calendars and posters with Aquarius and apparel accessories with Grupo Ruz for Mexico.

“Atari continues to look at new ways to bring our brand and properties to both our diehard and new fans,” said Tony Chien, Senior Brand Manager, Atari, Inc. “Atari stands for innovation and we look to partner with companies like Walden Surfboards, Lancaster Vintage, Pollard and Blik who are also innovators in their own categories.”

Walden Surfboards, pioneer of the modern longboard, is known for its cutting edge products and designs while Lancaster Vintage creates unique, custom clothing with a vintage flair. With the highest standards for their brands, both Walden Surfboards and Lancaster Vintage limit their lines to truly unique yet classic properties. Both will launch their first Atari products in 2010.

New licensees Lancaster Vintage, Blik, Flapjack Toys, C-Life, Grupo Ruz, Aquarius, Isaac Morris and Pollard Banknote all plan to leverage iconic Atari assets, from the well-known Atari joystick to the Fuji logo to imagery from classic Atari games including Asteroids, Breakout, Centipede, Missile Command and Pong. All products are planned for an early 2010 launch. With this additional category scope, Brandgenuity and Atari are targeting adults who grew up with Atari, as well as a new generation of gamers who are experiencing Atari’s impact in the gaming world.

Brandgenuity brokered the agreements between Atari and its new licensees. The New York-based agency signed Atari in 2008 and has selectively partnered with 18 licensees to launched product lines in categories including apparel and barware. These products are in distribution in specialty stores, mass merchants and mid-tier stores including Hot Topic, Urban Outfitters, Old Navy, Spencer Gifts, Target, Kohl’s, and Wal-Mart.

“Brandgenuity is delighted with the continued success of Atari licensed products and is thrilled to have new, industry-leading licensees on board to extend the brand,” said Jay Asher, partner at Brandgenuity. “The excitement over additional licensed Atari products shows that after nearly 40 years, Atari remains a pop culture icon in the constantly evolving gaming world.”

About Brandgenuity LLC

Brandgenuity LLC is a leading independent trademark 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. The agency’s clients include MGM Studios, Food Network, World Poker Tour, Cadbury Adams, Church & Dwight, and Pabst Brewing Company among others.


Atari group is a global creator, producer and publisher of interactive entertainment for interactive game platforms that include PC, online, consoles from Microsoft, Nintendo and Sony and advanced smart phones (i.e. iPhone). Divisions of Atari, SA include Cryptic Studios, Eden Studios, Atari Interactive, Inc. and Atari, Inc. Atari benefits from its global brand and an extensive catalogue of popular games based on classic owned game franchises (Asteroids®, Centipede®, Missile Command®, Lunar Lander®), original owned franchises (Test Drive®, Backyard Sports™, Deer Hunter®), MMO games from Cryptic Studios (Star Trek Online, Champions Online) and third party franchises (Ghostbusters®, Project Runway™, Dungeons and Dragons®).

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© 2010 Atari Europe SASU. All rights reserved. Atari word mark and logo are trademarks owned by Atari Interactive, Inc.


Rachel Humiston
Brandgenuity LLC
(212) 925-0730