Market Overview

Atari Signs Exclusive Licensing Agreement with Hilco and Musterbrand


Hilco Brands, a unit of Hilco Trading, LLC (“Hilco”), and joint venture partner, Musterbrand New York, today announced an agreement with Atari, Inc, to handle brand licensing in the United States, Canada and Europe, Russia, Australia, New Zealand, South Africa, Japan, Korea and Taiwan.

Atari represents one of the most iconic pop culture brands of all-time. A legendary name in gaming, Atari owns one of the richest intellectual property libraries with over 200 franchises led by the world renowned Asteroids®, Missile Command®, Centipede®, Pong® and Breakout®. With the explosion of casual and mobile gaming, Atari has been experiencing a resurgence in the marketplace. The company has created and released new mobile incarnations of treasured favorites which have included Atari's Greatest Hits©, Asteroids: Gunner™ and Breakout: Boost®, that have generated more than 12 million downloads to date. Earlier this month, Atari continued to grab headlines and buzz as it released its latest franchise – Super Bunny Breakout™ -- in partnership with Zynga. It has also announced upcoming games based upon Atari Outlaw ™, Pong, Atari Casino™ and Roller Coaster Tycoon®. In September, Atari and Microsoft launched the new Atari Arcade, a web version of the arcade experience, which has seen millions of game play sessions.

Previously Atari and Universal Pictures announced the development of Asteroids as a major motion picture event, with Lorenzo DiBoneventura (Transformers) on board to produce.

In a joint statement, Carlyle Coutinho, SVP of Hilco Brands and Knut Jochen Bergel, CEO of Musterbrand, explained that by working together the two companies will help Atari focus on exciting opportunities for the brand's expansion into new product lines and categories. “This brand is all about innovation and fun, and is recognized by people of all ages around the world,” said Coutinho.

Coutino added, “The joint venture between Hilco and Musterbrand leverages the significant experience that Hilco Brands has built in brand licensing of iconic brands like Polaroid, Sharper Image, Halston, Miss America, Ellen Tracy, and Bob Marley, and combines it with Musterbrand's gaming and e-commerce expertise. This will allow us to deliver a truly global and multichannel solution for Atari.”

Globally, Atari plans to aggressively expand into several categories including fashion, home, lifestyle and consumer electronics by developing unique strategic licensing partnerships and co-branding opportunities.

Jim Wilson, CEO of Atari, said, “Atari is as fresh and relevant today as it was when we redefined gaming nearly 40 years ago. Our brand and franchises are solidified in pop culture and are being discovered by a new generation of gamers while at the same time continues to be embraced by the generation that made Atari what it is. Through our new partnership with Hilco and Musterbrand we will be able to expand the connection of our brand with this large fan base by entering new product and service categories, and expanding internationally.”

For licensing inquiries, please contact:

Carlyle Coutinho, SVP, Hilco

Mary Landaverde, Director of Licensing, Hilco

About Hilco Brands: Hilco Brands invests in, and owns many prominent consumer brands including Halston, Ellen Tracy, Sharper Image, Borders, Bob Marley, Linen's & Things, etc. The company identifies the intrinsic and potential value in an underperforming brand or stable of brands and work to invest capital, revitalize the brand, restructure and operate the business more effectively, and derive new revenue streams through strategic initiatives such as creative brand licensing and innovative advertising. Hilco Brands is a unit Hilco Trading LLC, a privately-held, diversified financial and operational services firm. The Hilco Organization serves retailers, wholesalers, distributors, manufacturers. For more information please visit our web site:

About Musterbrand: Musterbrand is a next generation licensing and merchandising company. Our global vertical solutions, monetize digital content with tangible goods and helps owner if digital IP´s extend the reach of their brands into the real world. Musterbrand operates their direct to consumer business in New York, Tokyo and Hamburg, covering all relevant global markets.


Atari ( is a multi-platform, global interactive entertainment and licensing company. The original innovator of video gaming, founded in 1972, Atari owns and/or manages a portfolio of more than 200 games and franchises, including world renowned brands like Asteroids®, Centipede®, Missile Command®, Pong®, Test Drive®, Backyard Sports®, and Rollercoaster Tycoon®. Atari capitalizes on these powerful properties by delivering compelling games online (i.e. browser, Facebook® and digital download), on smartphones and tablets and other connected devices. The Company also develops and distributes interactive entertainment for video game consoles from Microsoft, Nintendo and Sony. As a licensor, Atari extends its brand and franchises into other media, merchandising and publishing categories.
Atari has offices in Los Angeles, San Francisco, New York, Paris, and Lyon.

© 2012 Atari Interactive, Inc. All rights reserved.

Atari word mark and logo are trademarks owned by Atari Interactive, Inc.

Press Contacts:
Hilco Brands & Musterbrand
Gary C. Epstein
Chief Marketing Officer
Hilco Trading Company, LLC

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