The Iconic Gaming Brand Appoints the Specialist Digital Media Division of Global Licensing Agency Beanstalk to Extend into New Categories and Territories

NEW YORK, NY (September 6, 2022) – Atari, one of the world’s most iconic gaming brands and interactive entertainment producers, has announced its partnership with Tinderbox, the specialist digital media division of global licensing agency Beanstalk, to further develop and manage its licensing program globally for the brand and its much-loved gaming portfolio of classic titles.

Founded in 1972, Atari played an integral role in the development of the arcade game, game console and personal computer industries. Atari’s iconic games, including Pong®, Asteroids®, Centipede® and Missile Command®, have been played by many millions, and the brand continues to bring joy to gamers with its expanding portfolio of PC, console, and mobile games.

The partnership with Tinderbox comes as Atari celebrates its 50th anniversary, marking the milestone with numerous initiatives, including several new games, brand collaborations and blockchain projects. This milestone provides an opportunity to target original Atari fans, gamers and gaming fans as well as introduce the brand to a new generation of fans with unique and innovative licensed products.

Tinderbox will work with Atari to develop and extend the brand globally with a focus on the US, LATAM, EMEA and APAC across a range of categories including fashion, collectibles, home, gifting and novelty, consumer electronics and more to be available at mass, specialty, and online retailers. Tinderbox will also capitalize on Atari’s extensive library of iconic games spanning 50 years to develop products that celebrate the beloved video games.

“Atari has had great success with our licensing program because our brand is deeply rooted in gaming history, and we have a timeless, recognizable logo and portfolio of games. We know there’s so much more opportunity across our vast catalog to identify new, exciting and interesting programs and collaborations,” said Casandra Brown, Director of Licensing. “There is no better partner than Tinderbox with their prolific experience and reach to bring Atari new, high-quality licensing opportunities to expand our presence in the marketplace in ways that bring value to the brand and increase engagement with the fans.”

“Tinderbox is thrilled to be partnering with Atari globally at this exciting time, as the much-loved brand celebrates its 50th anniversary,” said Dave Tovey, head of Tinderbox. “The strength of the Atari brand and its long list of iconic games creates a real opportunity to create exciting and innovative consumer products for Atari fans, both new and old. We are looking forward to working alongside the team at Atari to build brand extensions that honor the legacy of the brand and build upon its success, so that Atari continues to be associated with fun for years to come.”

To learn more about licensing opportunities with Atari, contact Dave.Tovey@beanstalk.com.

About ATARI

Atari is an interactive entertainment company and an iconic gaming industry brand that transcends generations and audiences. The company is globally recognized for its multi-platform, interactive entertainment and licensed products. Atari owns and/or manages a portfolio of more than 200 unique games and franchises, including world-renowned brands like Asteroids®, Centipede®, Missile Command®, Pong®, and RollerCoaster Tycoon®. Atari has offices in New York and Paris. Visit us online at www.Atari.com.

Atari shares are listed in France on Euronext Growth Paris (ISIN Code FR0010478248, Ticker ALATA)

To stay up-to-date on all things Atari and retro-pop-culture, follow Atari on Facebook, Twitter, and Instagram.

©2022 Atari Interactive, Inc. Atari wordmark and logo are trademarks owned by Atari Interactive, Inc.

About Tinderbox

Tinderbox, a division of global brand licensing agency, Beanstalk, is dedicated to working with digital-born brands – including gaming, esports, streaming, Web3 and the metaverse – to realize their potential in the world of consumer products. From online to in-store, Tinderbox addresses the market need for a licensing agency specializing in digital properties, forming connections between the virtual and the physical world.

To find out more, visit www.beanstalk.com.

About Beanstalk

Beanstalk, a global brand extension licensing agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services. We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer. Beanstalk offers a breadth of services across our practice areas, including brand representation, digital media representation (Tinderbox), manufacturer representation, consulting, cultural intelligence, legal and financial services, and royalty auditing. The company is headquartered in New York, with offices in London, Miami, Cincinnati, Mexico City and Sao Paulo, and affiliates throughout the world. Beanstalk is the recipient of the 2022 Licensing International Excellence Award for Best Licensing Agency. For more information, please visit www.beanstalk.com. Beanstalk is a member of the Omnicom Specialty Marketing Group.

About the Omnicom Specialty Marketing Group

Omnicom Specialty Marketing Group (OSMG) aligns the growing demand for highly specialized consumer and retail marketing services with integrated solution teams consisting of the best talent to address clients’ needs. OSMG provides global services that include: point-of-sale marketing and merchandise technology, field marketing and sales support, brand extension and representation; talent management; Purpose; and consulting and fundraising for non-profit organizations. Omnicom Specialty Marketing Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC), that includes more than 200 companies in a wide range of marketing disciplines, including advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding and research.

About Omnicom Group Inc.

Omnicom Group Inc. (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 70 countries. Follow us on Twitter for the latest news.