Agency aiming to tap into retro trend and build brand in fashion and accessories sectors.
CPLG is looking to further build the iconic Space Invaders property within the fashion and accessories space.
Following on from a raft of high profile collaborations for the Taito/Square Enix video games brand, the agency is aiming to further tap into the retro trend and build its presence in key fashion and specialty retailers, both online and on the high street.
The initiatives will be aimed at both those consumers who have grown up with Space Invaders, as well as a new generation who are discovering the brand for the first time.
Square Enix/Taito recently worked with Anya Hindmarch, which saw Space Invaders travel down the London Fashion Week Catwalk as part of the designer’s AW16 collection.
This created a real buzz within the press featuring in fashion titles including Vogue and was also picked up by many influential fashion bloggers. The high-end collection featured Space Invaders across luxury handbags, accessories and trainers and was launched to retail in June.
CPLG says that it has seen a significant increase in interest from prospective licensees and retailers following on from the collaboration.
In addition to this activity, the brand has also worked with Fred Perry on a range of fashion and accessories (including jackets, polo shirts and trainers); Romain Jerome on watches, with some 20 designs available; and Outdoor Products on a line of Space Invaders backpacks.
There was also a Hello Kitty line of accessories – these were exclusively sold in Japan, celebrating two major anniversaries for both brands.
Gemma Witts, retail and marketing director at CPLG UK, said: “The collaborations seen so far with Space Invaders are a perfect fit for the current retail market. All things retro are incredibly on trend at the moment and high-end collaborations only promote this further.
“The familiarity consumers have with the brand and its distinguished style make it an interesting one to watch develop from high-end designers through to the high street.”
Speaking about the impact of collaborations, Maarten Weck, managing director, CPLG Northern Europe (UK, Benelux, C.E.E, Nordic), added: “We see the immense impact of collaborations across the board here at CPLG and in particular with this brand. Tying in with other known entities on a high-end level creates huge awareness at retail.
“This then serves as the vital missing link between the different generations of fans.”
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