German-born Rocket may not be one of the biggest names when it comes to PC accessories, but the company is notable enough to earn display space on shelves at stores like Best Buy and Walmart. Well, it was: This week her corporate parents decided she needed to terminate the child. Rocket as a brand is no more, and its existing product lines are being incorporated into Turtle Beach.

Turtle Beach is an American company that bought Roccat back in 2019. The parent company in general has been known for gaming headsets for the past decade, particularly those focused on the console market. Going forward all Roccat gear will be branded as Turtle Beach. Current lines such as Vulcan keyboards Name them.

“No real changes other than the name,” a PR representative told PCWorld while introducing the company State-of-the-art design in headsets, keyboards and mice. “The same core team of modern engineers and product managers is still driving PC peripheral greatness.”

I'm no marketer, but I can't help but feel like this is a net loss, even with the benefits of strengthening the brand. Roccat's name and imagery were distinctive with its pro-sports-style cat logo, and the “Turtle Beach” doesn't have the same bite.