Illumination Entertainment and NBCUniversal Brand Development today announced a surf capsule collection based on the Minions from Universal Pictures and Illumination’s Despicable Me global film franchise. Inspired by the theme in the popular Electronic Arts (EA) Minions Paradise mobile game, the “Minions Lost in Paradise Collection” features limited-edition apparel and swimwear for young men and women designed by renowned street artist Buff Monster and surf industry leader Rusty. Available August 15, 2016, the collection will be sold exclusively by online action sports retailer Swell.com in North America and Europe and by Surfstitch.com in Australia.
“Fans all over the world have embraced the Minions, and the popularity of the Minions Paradise EA game leading to the launch of an inspired apparel line is a real testament to the characters’ broad appeal,” said Manuel Torres, Executive Vice President, NBCUniversal Consumer Products. “Our partners at Illumination continue to inspire us to develop new creative opportunities for the Minions, and we look forward to the fans’ reaction to the limited edition surf collection.”
“Creating a lifestyle collection that captures the essence of the surfing culture and represents the pop culture of the Minions was exciting,” said Gail Harrison, President of Marketing and Branding, Illumination Entertainment. “Our collaboration with renowned artist Buff Monster and surf industry leader, Rusty, offers a fun theme to develop a capsule collection that stylistically pairs the beach lifestyle with the Minions,” said David Swift, Creative Director, Illumination Entertainment.
Celebrating the Minions’ passion for the beach lifestyle as highlighted in the Minions Paradise mobile game, now available worldwide from EA, the Minions Lost in Paradise Collection will include t-shirts, denim and board shorts for men; and t-shirts, a midi dress, denim and swimwear, including a bikini and one-piece options, for women. Known for his iconic The Melty Misfit characters, Buff Monster interpreted key elements from the Minions Paradise game to design the core collection art.
Style icons and models; filmmakers; innovators on Instagram, Snapchat and YouTube; and real- life couple Jay Alvarrez and Alexis Ren have been tapped to collaborate on the marketing campaign for the launch. Additionally, surfers, such as Rusty athlete Noa Deane, will appear in association with the collection. The influencers will be featured in a multi-layered digital campaign timed to the launch of the collection.
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About Illumination Entertainment
Illumination Entertainment, founded by Chris Meledandri in 2007, is one of the entertainment industry’s leading producers of event animated films. Illumination, which has an exclusive financing and distribution partnership with Universal Pictures, is the creator of the hugely successful Despicable Me franchise, which includes Minions, the second-highest-grossing animated film of all time, as well as Despicable Me 2, an Academy Award® nominee for Best Animated Feature of 2013. In all, Illumination’s films, which also include 2011’s Hop and 2012’s Dr. Seuss’ The Lorax, have grossed more than $3.2 billion in worldwide box-office revenues and feature some of the world’s most renowned talent.
Upcoming films include Sing, starring Matthew McConaughey, Reese Witherspoon, Seth MacFarlane, Scarlett Johansson, John C. Reilly, Taron Egerton and Tori Kelly, which arrives in theaters in December 2016; Despicable Me 3, starring Steve Carell and Trey Parker, which is set for June 2017; and a newly-imagined version of Dr. Seuss’ How The Grinch Stole Christmas, starring Benedict Cumberbatch in the title role of The Grinch, that is set for November 2017. In addition, Minion Rush (800 million downloads) has become one of the world’s most popular apps, and Minion Mayhem attracts huge crowds at Universal Orlando Resort and Universal Studios Hollywood.
About NBCUniversal Brand Development
NBCUniversal Brand Development drives expansion of the company’s intellectual property across the corporation. With a focus on kids and family, the business unit has oversight of a dedicated Universal Kids & Family TV Productions business, Digital Products & Gaming, NBCUniversal Consumer Products, and Franchise Management. A key component to this division includes evolving titles into robust, multi-year sustainable brands with multiple consumer touchpoints, including Television, Digital, Video Games, Consumer Products and Live- Events, among others.
NBCUniversal Brand Development is part of NBCUniversal. NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a suite of leading Internet-based businesses. NBCUniversal is a subsidiary of Comcast Corporation.
About Swell
Swell emerged as the first online action sports retailer in the world in 1999 and today they continue their First In Surf tradition, redefining online retail and enhancing customer engagement levels by merging commerce and content. As the top online surf lifestyle destination for men and women, they look to influence and set the trends by partnering with brands and athletes that bring their customers innovative products, exclusive assortment, relevant content, and exceptional service. From bringing the very best from established surf brands such as Rusty, Volcom, RVCA, Hurley, and Quiksilver to hand selecting styles from up- and-coming surf and lifestyle brands, they are carefully curating a selection of apparel, hard goods, footwear, wetsuits, boards, and more.
About Rusty
Rusty is one of the most prestigious surfboard manufacturers in the world, thanks to its founder and namesake Rusty Preisendorfer. Rusty the man (and legend) is one of the most celebrated surfboard shapers in the industry. For 30 years Rusty has been at the forefront of the surf industry and prides itself on it’s roster of atheletes and brand ambassdors, think Josh Kerr and free surfer Noa Deane. With surfing, music and art being part of the brand’s DNA, Rusty remains youthful, progressive and is always pushing fashion forward styles while remaining true to its history. The entire collection of Rusty apparel, footwear and accessories is designed in Australia. Rusty products are stocked in Rusty stores and across surf and skate retail and online stores around the world.
About Buff Monster
Originally known as a street artist, over the last 15 years Buff Monster has worked on an impressive variety of projects. He’s also created a variety of limited-edition collectibles including vinyl and resin toys, prints, shirts, stickers and two series of his ambitious trading cards/stickers called The Melty Misfits. He’s worked with some of the most recognizable brands such as Disney, Converse, Hello Kitty, Samsung, Coca-Cola and others. Along the way, he’s cultivated an impressive following on social media.
