Sanrio and The Tetris Company Team Up to Introduce New Co-Branded Online Games and Merchandise

First Game Collaboration and New Co-Branded Style Guide to Launch at Licensing Expo 2019.

LAS VEGAS, April 17, 2019 – Global lifestyle brand Sanrio and one of the leading video game brands of all time, Tetris®, today 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 that will debut for fans on 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.

This partnership comes at a time when both beloved brands are celebrating momentous anniversaries. This year, Sanrio marks the 45th anniversary for fan-favorite character Hello Kitty, and the Tetris brand is celebrating 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.”

About Sanrio®

Sanrio is the global lifestyle brand best known for pop icon Hello Kitty®, and home to many other beloved character brands including Chococat™, My Melody™, Badtz-Maru™, Keroppi™, Gudetama™ and Aggretsuko™. Sanrio was founded on the ‘small gift, big smile®’ philosophy – that a small gift can bring happiness and friendship to people of all ages. Since 1960, this philosophy has served as the inspiration to offer quality products, services and activities that inspire unique consumer experiences across the world. Today, Sanrio’s legendary breadth of products are available in over 130 countries and in retail locations including department, specialty, national chain retailers and Sanrio boutique stores. To learn more about Sanrio, please visit www.sanrio.com and follow on Facebook, Instagram and Twitter.

For the latest news from Sanrio and Hello Kitty follow @sanrio, @hellokitty and @hellokittyeu on Instagram and Facebook.

About the Tetris® Brand

The Tetris® brand is one of the leading and most distinctive video game brands and franchises in the world. Now celebrating its 35th anniversary year, the brand continues to be loved globally by people of all ages and all cultures. Billions of Tetris games are played online every year, and over 500 million Tetris mobile games have been downloaded to date. The Tetris brand’s global licensee network includes major video game publishers, including Electronic Arts, Ubisoft and Sega, as well as many partners in electronics, toys, apparel, lifestyle goods, entertainment and more. Tetris Holding, Inc., is the owner of Tetris rights worldwide, and The Tetris Company, Inc. is its exclusive licensee. For the latest information about the Tetris brand and Tetris products, please visit www.tetris.com.

Become a fan of Tetris on Facebook (www.facebook.com/Tetris) and follow Tetris on Twitter (@Tetris_Official) and Instagram (@Tetris_Official).

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Media Contacts:

For Sanrio

Martina Longueira

Sanrio GmbH

+44 207 407 6201

[email protected]

For the Tetris Brand

Andrea Sausedo Piotraszewski

Zebra Partners

206-910-7606

[email protected]