As the original game hits its 35th anniversary, the Tetris brand is making its first play for the children’s market, says Maya Rogers of agent Blue Planet Software.

The company is working with former American Greetings executive Janice Ross to develop a program targeting children up to age eight for apparel, STEM-based educational products and entertainment, the bulk of which will hit the market in 2020, says Rogers. Most of the game’s players are aged 35 and older.

Licensee Changyou also is expected to launch the “Tetris Journey” mobile game in the spring, the first in a series of titles being developed for the Chinese market as part of an agreement signed last year. It will feature 300 levels, mixing traditional versions of the puzzle game with new modes and single and multiplayer options.

“The challenge we have in China is that people know the brand, but not the game as much, so we are trying to marry the two,” says Rogers.

Contact:

Blue Planet Software, Maya Rogers, CEO, 808-546-9440, maya@tetris.com

Brand Fresh Management, Janice Ross, jross@brandfreshmanagement.com