Hama Beads has joined forces with Marvellous AQL Europe for the launch of the new Nintendo 3DS Game, Harvest Moon: A New Beginning.
Part of the Harvest Moon series, the new game allows players to rebuild a run-down fair and help it to run successfully and an exclusive Hama Bead set has been developed to link with the 3DS Game, allowing fans to create the iconic Boy and Cow characters from the series.
The Beads will be available at exclusive retail from the retail chain GAME in the UK.
David Allan, sales director, said: "This is so exciting to make a collaboration to bring two great brands together from different fields.
"It will bring in a new customer base to Hama and further increase brand awareness, and I am sure it will offer extra sales for Harvest Moon."
Geraint Evans, director of Zen United, added: "Hama Beads are enjoyed the world-over by gamers looking to exercise their creativity.
"Bringing these two much-loved brands together was a great fit, and a collaboration we’re hugely excited by."