4Kids partners with French fashion school

Firm announces competition with ESMOD to design Teenage Mutant Ninja Turtles apparel and accessories range.
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To celebrate the Turtles' 25th year in 2009, Ecole Supérieure des Arts et techniques de la Mode (ESMOD) will run a competition among third-year students at its schools in Paris and Roubaix to design a streetwear collection that captures the unconventional spirit of the pop culture icons.

The competition marks the first time the school has run a contest to design a licensed menswear range. Each collection will include a long and short sleeve t-shirt, a sweatshirt, trousers, a bag, shoes and the choice between a belt, hat, or underwear item.

The designs will be created to target male consumers between 17 and 35 years of age with the top three collections announced this December.

The partnership adds to the programme of retro products being launched to celebrate the Turtle’s 25th anniversary and reflects the ongoing interest in the brand from fans who were first introduced to the characters in the 1980s.

A retro style guide has been produced and the first retro t-shirts by licensees Vacant Designs, Trademark Products and Chunk are currently available from UK retailers.

Sandra Vauthier-Cellier, co-managing director of 4Kids Entertainment International said: ”ESMOD has a very talented pool of students who will undoubtedly create a number of unique and impressive designs inspired by the Teenage Mutant Ninja Turtles.”

Simon Laforce, ESMOD’s communications manager, added: ”At ESMOD, we are used to working with well-known brands, but the Turtles represents an interesting and unusual opportunity for us, particularly in developing a clothes line for young men. We know the students will enjoy working on a brand many grew up with.”

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