Classic video games Frogger, Bomberman and Contra are to be given a new lease of life in the fashion and lifestyle categories following a flurry of deals inked by newly formed Konami Cross Media.
It’s the first batch of deals for the company since 4K Media was rebranded and shifted focus in April to growing and expanding the licensing programmes for its best-known gaming IP.
Licensees on board are Bioworld Merchandising for apparel and fashion accessories, Collector Cup for fitness items, Difuzed, which will produce a range of lifestyle products, and Innex for plush.
As a result, Konami gaming fans will be soon able to wear gaming gear based on their favorite game characters, refuel or hydrate with character themed accessories, and collect an exclusive line of plush figures based on the iconic Contra characters.
“Gaming is a lifestyle that is expanding beyond consoles and PCs,” says Jennifer Coleman, Vice President of Licensing and Merchandising, Konami Cross Media NY, who announced the deals. “Fan engagement is at an all-time high and there’s a big demand for the latest official lifestyle collections and authentic accessories of a fan’s favorite characters.
“We are pleased to announce this first wave of agreements for the Konami titles with Bioworld Merchandising Inc., Collector Cup, Difuzed and Innex, as we are committed to creating richer connections between our fans and the games they love to play.”
As well as seeking licensing partners, Konami Cross Media will also be taking a “holistic approach” to building on its brands through content development and other activity to further engage current fans and attract a new crowd of gamers.