Merchandise specialist AT New Media, licensing agent on behalf of Team 17 for the Worms™ merchandising program, has announced details of a trio of new license agreements that will see a range of different apparel collections based on the smash-hit video game hitting shelves across the world.

Worms™ is the hugely successful, award-winning video game franchise that boasts millions of fans and players worldwide. Since the first incarnation of the hilarious strategy game was unleashed onto the video-gaming world in 1995, the wriggling warriors have appeared on over 20 gaming platforms and an ever-increasing number of titles has led to sales of approximately 30 million retail copies to date. The Worms™ brand has also been at the forefront of modern distribution trends and has seen sales in excess of 13 million on mobile phone handsets (Worms™ for iPhone on the Apple AppStore has seen the game achieve number 1 in over 40 countries, and the ‘top 5 games’ chart position in over 70 countries), as well as enjoying huge success on the new digital video-game platforms, with Number 1 hits on Xbox LIVE Arcade, PlayStation® Network, and Steam for PC.

The Worms™ brand popularity is set to rise even further this year with brand new Worms™ videogame releases from publisher and developer Team17. Numerous downloadable content expansion packs have already been released in 2011 for the chart-topping and best-selling titles Worms™ 2: Armageddon and Worms™ Reloaded. Team17 are also set to release two new Worms™ videogames in 2011. Worms™ Ultimate Mayhem is a souped-up, re-vamped, high definition reimagining of the classic 3D Worms™ games, and Worms™ Crazy Golf is a brand new game that mixes classic 2D Worms™ and hilarious eighteen-hole golfing high jinks.

The new apparel deals mean that three new licensees – Bioworld, Gaya and Fashion UK - have now joined Team17’s Worms™ licensing program. Bioworld will be releasing its collection across Europe and North America in independent and mass specialty outlets, Gaya will be releasing its new line in speciality stores across Europe (except the UK), whilst Fashion UK will be launching across the UK and Ireland in speciality, mass independents, plus some mass retailers.

“Worms™ is an absolutely massive brand. What makes it unique is its fantastic balance between being a hit for more than 15 years its enduring popularity today with original and new audiences due to its success on Apple’s iOS and Google Android platforms. Such a high level of recognition is enabling it to transfer from the video games space into the wider Toy and Fashion markets. These new apparel deals are part of that process and the range of territories covered is testament to the global appetite for Worms™ merchandise,” says Simon Kay of AT New Media.