Aristrocrat will be repositioned with a new logo and tagline targeted at youngsters, the company said in a statement.
"We have seen a growth in the demand for Aristocrat products over the last year and have also witnessed a surge in sales online," VIP Industries Vice President Sales and Marketing Sudip Ghose said.
"With the repositioning we wanted to extend our product offering with a new collection and create a fresh appeal for the brand, keeping in mind the evolving consumer and industry trends.We believe our new brand ideology and ambassadors will resonate with a younger audience," he said.