Australian developer Halfbrick expects the Sensei character from its Fruit Ninja game will prove as popular in plush toy and other form as Rovio's Angry Birds have been.

The company has joined the merchandising push, partnering with various consumer product firms including Mattel, which will make Fruit Ninja card and board games and Jazwares, for plush toys and figures.

Other companies, such as Bioworld Merchandising and Hybrid will be making clothes and apparel based on the game, while a number of other firms will be making posters, stickers and phone cases.

Fruit market

"Fruit Ninja continues to be one of the most popular apps in the world, with a nearly 2-year run on the Top 10 Paid App lists worldwide," said Halfbrick CEO Shainiel Deo.
Fruit Ninja has now be downloaded over 130 million times. 

"Working with partners to create Fruit Ninja products has always been part of our long-term plan, but we have been very selective, both in choosing our partners and in approving their products. 

"The end result is a strong coordinated product line-up that will start hitting shelves this week and later this and next year.

The full list of products and companies partnered with Halfbrick can be seen below.

Toys

Basic Fun: Handheld electronic devices and key chains

Jazwares, Inc: Plush, figures and electronics

Mattel: Card and Board Games

Nanco-Nancy Sales Inc: Amusement plush and novelty toys

Apparel

Bioworld Merchandising: Headwear, Bags, & Accessories

Hybrid: Apparel

MjC: Sleepwear, loungewear and underwear

Miscellaneous

Coveroo: Phone cases

Calendar Holdings: 2013 Calendars

Healthy Food Brands: Fruit snacks and gummies

SmileMakers: Stickers

Trends International: Posters

[source: Halfbrick]