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Hooray For 45 Years of Pac-Man
Major entertainment company, Bandai Namco Entertainment, raises a toast to a key moment in PAC-MAN’s history.
10 Min Read
PAC-MAN X JusticeBandai Namco Entertainment
Sponsored by Bandai Namco Entertainment Inc.
The influence PAC-MAN has had not only on the video game industry but on people and culture worldwide is immeasurable. To honor PAC-MAN 45th anniversary, Bandai Namco Entertainment Inc. – owner of the intellectual property (IP) – has put together a campaign that is running all year long and through the spring of 2026. Throughout the campaign, fans can celebrate the milestone across a variety of licensing categories including food, lifestyle, apparel and gaming. Bandai Namco Entertainment Inc. has also taken the time to recognize PAC-MAN’s long-term partners, such as Tastemakers (Arcade1Up) and dreamGEAR (MyArcade), who have been instrumental in the PAC-MAN licensing business, and new collaborators, such as Krispy Kreme, PowerA, Justice, Club América and the American Red Cross, which are bringing the IP to broader audiences and territories.
“2025 marks an incredible milestone for Bandai Namco Entertainment Inc. as we celebrate PAC-MAN’s 45th anniversary through a variety of touchpoints and experiences for fans of all ages,” says Nao Udagawa, president, chief executive officer and chief PAC-MAN officer, Bandai Namco Entertainment Inc. “Since 1980, PAC-MAN has made an impact on the world by connecting with people across ages, borders and gender through the power of play. This year, we will celebrate PAC-MAN’s legacy with all of our fans as well as look ahead towards to the future to create impact for the next generation of players.”
Back to the Beginning
To fully grasp PAC-MAN’s multi-faceted success and global impact, one must understand its roots. Since most games in the ‘80s were designed with combat or sports-themed storylines and aesthetics and were predominantly catered to men, Toru Iwatani, the original creator of PAC-MAN, wanted to create PAC-MAN in a way that would bring new audiences into the gaming world and continuously appeal to them long term. Originally released as an arcade game on May 22, 1980, its simple yet addictive maze design, engaging elements, bright colors and non-violent approach did precisely that. After the release, the gaming industry saw more women and non-gamers interacting with video games and spending time at arcades.
After the first year on the market, more than 100,000 arcade units were sold, which grossed more than $7 billion in quarters by 1982. PAC-MAN’s enormous and quick success also led to the kick start of the “video game rush” – a period of rapid growth, expansion and competition in the gaming industry, particularly during the ‘80s. PAC-MAN is more than a creative game, though – it’s a disruptor. PAC-MAN gave rise to the idea that video game characters could have unique personalities and characteristics, which paved the way for future characters, like Mario or Sonic.
PAC-MAN Xbox Controller
Leveling Up
Today, PAC-MAN is one of the longest-running and best-selling video game franchises. It has sold nearly 48 million copies across all platforms and grossed $14 billion over 45 years. Bandai Namco Entertainment Inc. will be celebrating the anniversary in the video game space. MyArcade, an industry leader in retro video gaming, debuted its PAC-MAN 45th anniversary collection at the Consumer Electronics Show (CES) in January. The collection provides players with a nostalgic PAC-MAN gaming experience with modern enhancements. The collection includes the Mighty Player, a mini anniversary themed arcade unit with a built-in rechargeable battery and 4.5-inch display. It also consists of the Pocket Player Max, which features a built-in rechargeable battery and 3.5- inch display. Both devices come pre-loaded with PAC-MAN (classic mode and speed up mode), PAC-LAND, SUPER PAC-MAN, PAC-ATTACK, PAC & PAL and PAC-MANIA. Other anniversary-themed playable electronic toys will be available through dreamGEAR as well as arcade machines by Arcade1Up.
Bandai Namco Entertainment Inc. will also be adding a genre-twisting alternate take on the PAC-MAN IP in “Shadow Labyrinth,” a console game set to be launched in July. Fans can also dive deeper into the anniversary gaming experience by purchasing special-edition PAC-MAN gaming accessories, created by PowerA, for Nintendo Switch and Xbox One/Xbox Series platforms.
PAC-MAN X Club América Jersey
Party With PAC-MAN In Real Life
Alongside video games and gaming accessories, Bandai Namco Entertainment Inc., in collaboration with Little Lion Entertainment, launched a futuristic experience at Manchester’s Arcade Arena this past March. In this immersive experience, called PAC-MAN Live, fans can interact with the iconic maze, collect power pellets and chase the Ghosts in a life-sized format.
Two anniversary displays and exhibits were recently made available to the public at the Museum of Pop Culture in Seattle, Wash., and at the Great Park Gallery in Irvine, Calif. At the Museum of Pop Culture, the special display featuring PAC-MAN’s original drawings from 1980 opened on April 30 and will be accessible until June 4. The museum also held a PAC-MAN themed event on May 10 that included activations, nostalgic sketches, games, photo opportunities with the PAC-MAN mascot and more. The Great Park Gallery opened its exhibit, “Journey Through the Maze: 45 Years of PAC-MAN,” on May 18 and will be open until September 28. The exhibit allows fans to discover the history, evolution and cultural impact of the game through original arcade cabinets displays, rare memorabilia and behind-the scenes of the development of the game.
PAC-Man IRL events also crossed over into the sports category with Club América last month. Fans were able to attend a PAC-MAN Day at the Club América vs. Club Tijuana women’s match and the Club América vs. Mazatlán men’s match at Estadio Ciudad de los Deportes. Both games featured limited edition jerseys stamped with player names in the “PAC” font. The jersey numbers encompassed the iconic maze, and a special collaborative crest was on the front of the jerseys. People were also able to engage in exciting fan activations, take pictures with the PAC-MAN mascot and purchase exclusive customized jerseys.
Club América is not the only soccer club that is helping Bandai Namco Entertainment Inc. celebrate this landmark event. In May 2024, The Los Angeles Football Club (LAFC) and BMO Stadium opened an interactive gaming space that is nestled in The Fields L.A. – a food hall and gathering place. The gaming space is located on the second level of the food hall and features an assortment of PAC-MAN arcade cabinets and amusement games such as “PAC-MAN Battle Royale Championship Deluxe,” “PAC-MAN Roller,” “PAC-MAN Power Pellets,” “PAC-MAN Pixel Bash” and more. Other gaming experiences within Level Up include Gashapon machines showcasing a variety of collectible toys and a combination of other free and pay-to-play games that are open to people of all ages. In addition to LAFC matches, Level Up will be open during BMO Stadium concerts and other Exposition Park-related events. Bandai Namco Entertainment Inc. also recently signed a three-year exclusive agreement that positions the company as the official video game publisher and official toy and collectible partner of the LAFC.
One can also celebrate the milestone and find PAC-MAN in the baseball universe at the Level Up located at the Right Field Pavilion within the Angel Stadium location – home to the Los Angeles Angels baseball team. Recently opened in April, the games at the arcade are free to play for fans of all ages and just like at BMO stadium, “PAC-MAN Pixel Bash” is available and features more than 30 iconic Bandai Namco Entertainment games such as “Dig Dug,” “Galaga” and the original “PAC-MAN.” However, Angel Stadium also has “World’s Largest PAC-MAN” where fans can play on a large LED display.
“The Angels are excited to continue our partnership with Bandai Namco for the 2025 season and beyond,” says Dennis Kuhl, chairman, Los Angeles Angels. “Bandai Namco is a global entertainment company with strong ties in Southern California. This collaboration signifies a shared commitment to our fans, as the Level Up area at Angel Stadium will provide a unique experience to our guests of all ages.”
”PAC-MAN Live” at Manchester’s Arcade Arena
Spreading The Glory
Fashion, food and lifestyle is another popular way for people to express their fandoms, and Bandai Namco Entertainment Inc. has made sure all fans will have the opportunity to do so this year. One of the fashion companies Bandai Namco Entertainment Inc. has partnered with is Justice, a leading fashion and lifestyle brand for tween girls, for swimwear, ready-to-wear, backpacks, accessories and limited edition items such as a varsity jacket, trucker hat and crossbody bag. Other fashion partners include Sprayground for backpacks, Tai for apparel and Ridge for wallets. Casio, a watch brand, also launched a collection of PAC-MAN watches to celebrate Casio’s 50th anniversary as well as PAC-MAN’s. People can also find anniversary toy products at Five Below this summer and apparel products at Liverpool, the largest department store company in Mexico.
In the food category, expect to find PAC-MAN at participating Krispy Kreme locations starting May 12, with a special promotional deal on PAC-MAN’s birthday, May 22. The doughnut franchise will be offering three limited edition doughnuts and a PAC-MAN design on the dozen box. The PAC-MAN Party doughnut is an Original Glazed Doughnut piped with yellow buttercream, sprinkled with celebration sprinkles and topped with a PAC-MAN piece. The second pastry is called the Team Ghost doughnut, and it is an unglazed shell doughnut filled with chocolate Kreme decorated with a PAC-MAN maze and topped with a Team Ghost piece. For fruit lovers, the Strawberry Power Berry doughnut is available. It is an unglazed shell doughnut filled with strawberry Kreme, dipped in red icing and topped with white sprinkles and green leaf icing.
“After 45 years, it seems we’ve solved the mystery of why, exactly, PAC-MAN loves gobbling up all those dots: they’re doughnuts,” says Dave Skena, global chief brand officer, Krispy Kreme. “Partnering with PAC-MAN is more than cool … it’s a high score of sweetness. This all-new dozen is sweetest in multi-player mode. So, press start on these PAC-MAN doughnuts and chomp on a maze of flavors with family, friends and coworkers.”
There is also an opportunity for PAC-MAN to be found in one’s kitchen through “PAC-MAN: The Official Cookbook.” Written by Lisa Kingsley and Jennifer Peterson, the hardcover book is filled with over 60 recipes that are paired with detailed instructions for chefs of all skill levels. In addition to the recipes, it is filled with colorful photography and PAC-MAN history, so readers can learn about the game’s history as they cook. Later this year, fans can also find PAC-MAN themed cook wear and aprons through Hedley & Bennet to help them complete the recipes.
“As a cultural icon that has been embraced by the global community as one of the most recognized video game characters of all time, PAC-MAN continues to entertain and bring smiles to people everywhere,” says Udagawa. “ By changing the world’s perception of video games, PAC-MAN was one of the first broad licensing successes for the gaming industry. Leveraging the power of our beloved IP, our goal at Bandai Namco Entertainment is to expand our portfolio of categories. Whether it’s through our games, sport partnerships, food promotions and fashion collaborations, fans can fully engage with our brand and integrate PAC-MAN into their everyday lifestyle.”
PAC-MAN Krispy Kreme Donuts
PAC-Man Fever Continues
Even after this massive anniversary celebration, PAC-MAN will continue to bring people together (even those who may identify themselves as a “non-gamer”) to have fun and create memories that will last a lifetime. People can expect the IP to evolve, be showcased in new products to create dynamic brand experiences and continue its versatility in the global marketplace. Most importantly, the IP will keep using its powerful brand recognition to make a bigger impact on communities worldwide. One way it will be doing so is through its partnership with the American Red Cross. This partnership is set to encourage people to donate blood and protect lives all over the world.
PAC-MAN has been a part of many people’s lives, and the joy, happiness and positive actions the IP evokes will be passed down for generations to come.
This article was taken from License Global's Issue 2, 2025. Click here to read the issue.
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May 2025License Global Brand InsightGlobalLicense Global OriginalPAC-MANBandai NamcoBandaiBandai Namco EntertainmentArcade1UpJusticeThe Red CrossKrispy KremeSpraygroundCasioSponsoredAbout the Author
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