In 2025, Tetris demonstrated that relevance isn’t something a brand passively inherits from history—it’s something actively built through intention, innovation, and care. More than four decades after its creation, the iconic puzzle game didn’t simply rely on nostalgia. Instead, under the leadership of CEO Maya Rogers, Tetris evolved into a multi-dimensional cultural force that reached far beyond screens and consoles.
At the center of this transformation was an ambitious vision: to reimagine Tetris not just as a game, but as a shared global experience. That vision came to life through the landmark year-long partnership with Red Bull, a campaign that spanned 60 countries and culminated in an unprecedented finale in Dubai. There, more than 2,000 drones lit up the sky to create a fully playable, live Tetris game—an awe-inspiring fusion of technology, competition, and public spectacle. It was a defining moment not only for the brand, but for how digital IP can exist in physical, communal spaces.
What made 2025 especially compelling, however, was how seamlessly these large-scale cultural moments connected to everyday consumer engagement. Tetris didn’t just show up in headline-grabbing events; it showed up where people live, shop, and play. The viral success of Tetris Tumble XL at Costco proved that physical play still has enormous appeal when done right. Families encountered Tetris not as an app, but as a tactile, social experience—one that translated the game’s familiar logic into real-world fun.
This momentum continued through new product launches with Spin Master, including board games, high-challenge puzzles, and the first-ever Tetris Rubik’s Cube. Each product reinforced the same idea: Tetris works because its core mechanics are universal. Whether digital or physical, solo or social, the game’s logic scales effortlessly across formats. By turning digital systems into collectible, hands-on experiences, Tetris expanded its audience while deepening engagement with longtime fans.
Crucially, this growth never came at the expense of the brand’s integrity. Maya Rogers’ leadership emphasized values-driven expansion—protecting the essence of the IP while allowing it to evolve. That approach earned industry recognition, including the 2024 AWE Champion Award and the 2025 Women in Toys (WiT) Vanguard Award. These honors underscored not just commercial success, but thoughtful stewardship: a commitment to building responsibly, inclusively, and with long-term impact in mind.
As 2026 begins, Tetris occupies a rare and enviable position in modern culture. It is a globally recognized brand with true multi-generational relevance, yet it continues to innovate with clarity and purpose. Few IPs manage to remain this familiar while still feeling active and forward-looking.
More than a game, Tetris now functions as a cultural constant. Its role extends into mental wellness, creativity, and connection—supporting focus and clarity across age groups, geographies, and technology cycles. In classrooms, living rooms, competitive arenas, and even city skies, Tetris meets people where they are.
Ultimately, the story of Tetris in 2025 is a case study in enduring IP stewardship. It shows what’s possible when play intersects with education, wellness, and responsibility—when longevity is matched with intention, and positive impact is treated as a core brand value rather than an afterthought. Tetris doesn’t just endure. It builds, adapts, and connects—one block at a time.
Look for Tetris featured on an upcoming episode of Trending Today!