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Tetris® reaches 132 million paid mobile downloads

Blue Planet Software, Inc., the company that manages the exclusive licensing rights to the Tetris® brand, announced today that, due to strong consumer demand for Tetris-branded products, Blue Planet Software and its merchandising partner, Licensing Works!®, will be expanding the Tetris licensing program. The Tetris franchise will be showcasing and previewing new products at this year’s Licensing International Expo, which takes place in Las Vegas from June 14 – June 16. “Tetris will have 12 new product categories hitting stores between now and Christmas,” said Leslie Levine, head of Licensing Works!®. “Products include table top, board, dice and single player strategy games, lottery ticket programs, t-shirts, mugs, wall graphics, furniture, novelty watches, and silicone bracelets, to name a few. Negotiations are now underway to produce Tetris-branded consumables, slot machines, novelty plush and other room décor, stationery items, and a full line of apparel and accessories.”

“Tetris has been the best-selling mobile game on Verizon Wireless phones for more than five years,” said Tom Villa, director, business development at Verizon Wireless. “The Tetris brand is a gaming legend that has stood the test of time, and is as relevant today with consumers in every demographic - that’s why Tetris is one of the most popular casual video games in the world.”

“By expanding into non-electronic merchandising, we have a unique opportunity to broaden our demographic reach and further solidify our brand—something few video games are able to accomplish after 27 years,” said Lisa Linnenkohl, Head of Licensing for the Tetris brand. “Tetris mobile games, which are developed and published by the mobile division of Electronic Arts Inc., have reached over 132 million paid downloads and are available on nearly every interactive game platform worldwide. The Tetris brand is a lifestyle brand and new merchandise product categories will soon be in retail stores around the world.”

Techno Source is giving families a whole new way to experience the Tetris Effect from their table tops. Already named one of 2011’s hottest toys on several lists, Tetris Link is a family strategy game where you link Tetriminos while blocking your opponents from linking and scoring. This two-to-four-player game will ship in time for back-to-school, with an MSRP of $24.99.

Blue Planet Software has also announced that for the first time, the Tetris video game has been transformed into a card game and a dice game. Fundex’s Tetris The Card Game is now available at mass and specialty retailers, for $6.99. Tetris Tumble, a new dice game, will be shipping next month with an MSRP of $9.99. And Tetris Matrix, a new single-player strategy game, will also ship in July. It will be available for $14.99.

On the electronic side, Basic Fun is bringing the Tetris game right to your keychain with a fun new Tetris Carabiner. This new game will be available for under $10 and will ship into retail for fourth-quarter availability—the perfect holiday gift for everyone on your list.

For a new way to include some Tetris style in your everyday, Paladone will be shipping a Holiday 2011 gift assortment in the UK. Products include stress blocks, cufflinks, belt buckles, magnets, mini-jigsaw puzzles and mugs. These items are tentatively scheduled to be introduced in North America in 2012.

For years, Tetris fans have interacted with the brand on walls, buildings, and displays of every imaginable kind worldwide. And now, the famous Tetriminos are being offered by Walls360.com as Interactive Wall Art for real-world walls. These Tetris wall graphics are movable and “playable,” and are offered in the shape of all seven Tetrimino pieces, ranging in size from 4” to 12” squares. Sets range between $35 and $195 each. To see images of the wall art and learn more about this collection, visit: http://www.Walls360.com/Tetris. The graphics are also available through ThinkGeek.

Another great new way to “play” with the brand in 2011 is through Tetris themed instant-win lottery games. Pollard Banknote has been granted the exclusive North American rights to offer Tetris instant-win lottery games in the U.S. and Canadian jurisdictions. The first US state launch will take place August 1, 2011 in New Jersey with a $3 ticket and a print run of almost five million tickets.

Changes recently introduced their new line of Young Men’s and Juniors t-shirts, sweats and hooded track jackets. The apparel is now shipping into specialty retailers, including Hot Topic, and is currently testing for broader Holiday 2011 distribution. MSRP on the t-shirts at Hot Topic is $19.50.

Crazy Bands rounds out the recently announced merchandise licensees. They are not only currently shipping their popular silicone bracelets in the iconic seven Tetrimino shapes and colors, but will also extend the brand into their popular Pop products, including Pop Performance and Pop Watches, later this year. Products range in approximate retail pricing for a 14 pack of Crazy Bands for $5.29, a 12 pack of Crazy Bands for under $3.50, and between $9-$12 for the Tetris silicone watches and wristbands.