Digital specialist AT New Media has announced that it is now acting as merchandise licensing agent for iconic video game brand Carmageddon.

Carmageddon is a series of games featuring hilarious and brutal race car action created by UK independent developer Stainless Games. First released in the late 90’s, the controversial, multi-million selling and critically acclaimed franchise is due to be re-booted with a major new release - ‘Carmageddon Reincarnation’ - due out in late 2012. The original Carmageddon and its sequels, caused a huge media storm, prompting questions in the Houses of Parliament, TV debates and reams of newspaper coverage – the game’s tongue-in-cheek violence being ideal material for a little press hysteria and political ‘outrage’. Catering to the existing, enthusiastic fanbase, the eagerly anticipated ‘Carmageddon Reincarnation’ will also deliver a unique, high octane, anarchic gaming experience to a whole new generation of gamers.

AT New Media has been appointed to deal with interest from the merchandise licensing community and has already been in talks with potential partners in regards to merchandising opportunities. The brand will be presented to the wider licensing community at BLE 2011.

“As digital licensing specialists, with a growing merchandising department, we are always looking to represent the hottest brands in the gaming sector and Carmageddon certainly fits the bill,” says Simon Kay of AT New Media, “the original version caused a ‘bit’ of controversy when it was first released but it’s a bona fide cult classic and the launch of the new game is eagerly anticipated by its millions of fans. We will be using the huge amount of recognition surrounding the brand to build up a strong merchandise licensing programme covering not just the new title but significantly, the original as well.”

“While we concentrate our efforts on writing the code that propels vehicles into each other at high speed, and invent hilarious new ways to dispatch our hapless in-game victims, we do so knowing that the brand's merchandising is in the best hands possible with our partners AT New Media,” adds Neil Barnden, Executive Director and Stainless Co-Founder

‘Carmageddon Reincarnation’ will be released via digital download across various platforms and contain all the elements - ie, humour, sandbox play, state of the art physics, cutting edge graphics and violence - that made the earlier releases such a massive hit.