Hire Shinzi Katoh!
In 2013, Japan's Pokemon Center launched a new designer goods campaign called "Pokemon Little Tales." Apparently, the Pokemon Company realized that the first generation of children who grew up with Pokemon are now in their mid-twenties and thirties, perhaps parents of their own. They also realized that though Pokemon is intended for children, why not create merchandise for the parents of those children too? With that in mind, they sought to design goods for an adult audience.
According to his profile, Shinzi Katoh has designed over 10,000 items for many high-profile companies over the span of his 30-year career, including shoes, clothing, picture books, jewelry and other goods. His popularity is based on the "gentle touch" and "fresh charm" he gives to existing characters when involved in collaborations with companies like Pokemon.
Katoh's designs for Pokemon drop the overly cartoonish and bright, contrasting colors characteristic of the series, opting to use earthier, more sophisticated, harmonious colors instead. They have the ageless-cute appeal of Sanrio's Hello Kitty, but with a more hand-made, homier, warmer feel. The items presented are mostly practical, too--like purses, handkerchiefs, umbrellas, tea sets, and stationery. No games or cards here.
Is it effective? The campaign is still going strong in 2014.
The target audience for Pokemon Little Tales is decidedly female, but the Pokemon Company also had a line of Charizard paraphernalia marketed to men--and it's super savvy.
There's a mug, a phone case, ties, cuff links, and wallets--everything the successful gamer needs to do business. If nobody says anything, everyone can just pretend those are dragon emblems from Wales. And that's the name of the game--incognito gamer goods for adults.
Sources:
http://kotaku.com/perhaps-the-cutest-pokemon-goods-ive-ever-seen-1473497216
http://www.pokemon.co.jp/info/2013/10/131011_p02.html
http://www.pokemon.co.jp/info/2013/03/130315_gd01.html
No comments:
Post a Comment