There’s nothing puzzling about an icy-cold Slurpee, except for 7-Eleven’s latest collaboration: a co-branded Tetris device.
The convenience store chain partnered with The Tetris Company to celebrate the popular video game’s 40th anniversary with a limited-edition console and line of co-branded merch released Wednesday, May 1.
“We know our customers are passionate gaming enthusiasts who also appreciate a healthy dose of nostalgia – making this collaboration with Tetris a perfect fit,” said Marissa Jarratt, 7-Eleven chief marketing and sustainability officer. “We’re excited to bring fans of these iconic brands a unique, one-of-a-kind way to play the classic arcade game they love.”
Customers have a chance to win one of 20,000 Tetris devices by purchasing certain products through 7-Eleven’s loyalty program, according to a press release. Loyalty program members can earn seven more entries by buying a Slurpee, Big Gulp, Big Bite hot dog or Red Bull.
The gaming consoles, which were designed and manufactured by California-based company My Arcade, resemble a rainbow-colored Slurpee cup filled with the drink. A Tetris screen and controls are cut into the Slurpee’s side, making the item fully interactive.
“This collaboration celebrates our spirit of innovation and delivers fans a new, fun way to experience Tetris,” said Maya Rogers, CEO of Tetris.
The partnership also includes a collection of co-branded T-shirts, dad hats, tote bags, crewnecks, hoodies and stickers. The phrase “Stacking and Snacking,” alluding to the premise of both the game and the chain, is commonly featured on the merch – alongside 1980s-themed graphics of puzzle pieces, Big Gulps, pizza slices and Slurpees.
Sans a few black-and-white options, the merch features multicolored designs on black or gray backgrounds. Prices range from $4 to $60 at 7-Eleven’s online store, 7Collection.
