Classic video games property Space Invaders is fusing with electronic artist deadmau5.
The two are teaming up to create a lifestyle brand crossing a raft of categories launching in high-end and specialty markets. It will launch in winter 2013.
Live Nation Merchandise will primarily represent the licensing and merchandising rights to the new hybrid brand across North America, with support from DHX Media (which initiated the collaboration).
"deadmau5 is the most popular electronic music artist and Space Invaders are the most recognised video game characters," said Janet Dwoskin, VP of licensing for Live Nation Merchandising. "Bringing them together is more than a collaboration, it is a revolution in popular culture. This is going to be a very exciting and unique program."
Janet Swallow, VP of licensing at Square Enix, added: "We are overwhelmed to be collaborating with deadmau5, a truly unique and pioneering artist and a huge fan of our beloved Space Invaders. Our partners at DHX Media and Live Nation have brought together two iconic lifestyle brands and we look forward to all of the opportunities this collaboration will present."
Stephanie Gonzalez, director of licensing at DHX Media, continued: "We are delighted to be involved in this innovative project which underlines the potential for the fusion and reinvention of classic brands into an ultra modern sphere in new and unique ways."