(courtesy of Contagious)
To celebrate the launch of MySims, EA Games have commissioned four of the UK’s hottest fashion designers to create items for a capusle collection. The range of quirky and colourful products have apparantently been inspired by the manga style graphics and candy-coloured workd of MySims to reflect the games principles of customisation and creativity, building your own world and owning your own characters.
Each item serves a dual purpose - for example, the Tatty Divine MySims Sushi Bag is designed to carry your Wii-mote on the go. Nu-rave design pin-up Cassette Playa has also created a series of sticky artworks to help customise your DS, Wii or mobile phone.
It’s all endearingly ridiculous, yet bang on brand for the mutable, flexible Wii. Having put a bomb under the gaming demographic, Nintendo’s marketing department are wisely targeting a series of niche markets with small yet achingly fly initiatives such as this to drive loyalty to their much loved console in the influential hipster community. It’s so very brand 2.0 - a masterclass in how to be different things to different people in everything from product and interaction design to marketing and strategic alliance.
All the items are strictly limited edition and available to buy from 8th Oct, and in a nice touch all the profits from the collection will go to Great Ormond Street.