Costume specialist Rubies readies its Hello Summer campaign to celebrate getting together

The licensed costumes specialist, Rubies is preparing to launch a new Hello Summer campaign this July, a marketing initiative devised to celebrate the summer months through new online content and competitions for kids and dress-up fans of all ages.

The company is encouraging customers to make up for lost time with friends and family this summer, welcoming back holidays as the UK’s holiday makers enjoy a summer of staycationing, or engage little ones with Rubies’ new online summer camp, Camp Kindness, all of which will fall under the hashtag #everyexcusetoparty.

New releases from Rubies will feature officially licensed costumes from a wide range of new media, catering to all age ranges, from the deadly assassins of Marvel’s Black Widow cinematic release, to the Space Jam: A New Legacy kit.

Mike O’Connell, COO, Rubies, said: “We can’t wait to launch our new Hello Summer campaign this July, as it’s understandably a very exciting time in people’s lives as the world opens up again and people start to celebrate with those closest to them.

“Rubies is synonymous with unforgettable party experiences and as an industry leader, we act as a positive role model to our audience who wear our costumes. Kindness, Friendship and Togetherness are imperative to our company values and ethos and we want to encourage these amongst our audience, with the introduction of our virtual summer camp.”

Rubiesworld.com will be the home of Camp Kindness, the virtual summer camp. This brand-new website will focus on celebrating everyday acts of kindness with a competition where you can submit acts of kindness or good deeds that you have witnessed and vote for your favourite.

The winner will be announced on the 22nd August and will receive the Ultimate Party Bundle from Rubies, allowing them to throw a character themed party for all their friends.

Nintendo taps Disguise Inc for Kirby costumes as global videogame licensing market ‘explodes’

Disguise Inc, the costume division of the toy manufacturer, JAKKS Pacific, has secured a new partnership with Warpstar – the IP management affiliate of Nintendo – to design, market, and distribute costumes and costume accessories for the Kirby franchise.

The new deal will cover the worldwide distribution rights for the Kirby range, with the exclusion of Japan.

Costumes and accessories will be created in the style of the original Kirby from the video games and television animated series. The Kirby IP is co-owned by Nintendo and HAL Laboratory, Inc. with HAL Laboratory, Inc working with Nintendo to create Kirby software.

The game series includes 35 games and has sold approximately 74 million units worldwide. Kirby is also one of the top 50 bestselling video game franchises of all time. The critically acclaimed animated series Kirby: Right Back at Ya! included four seasons and 100 episodes.

“The demand for gaming-themed products has exploded in recent years, and Disguise is the worldwide leader in licensed video game costumes,” said Tara Hefter, EVP and GM of Disguise, Inc.

“The addition of Kirby is a natural fit for our portfolio, as Kirby is part of the Nintendo family and Disguise has been the costume partner of Nintendo since 2013. We are excited to expand our offering of Super Mario, Zelda and Animal Crossing characters with Kirby, and to bring this adorable pink character to life.

“The popularity and worldwide recognition of Kirby in pop culture merged with Disguise’s high-quality costumes will be sure to be a hit with fans globally.”

The Warpstar merchandising team said in a statement: “We work with licensees in a highly collaborative capacity, not only managing quality but also exchanging ideas and creative solutions throughout the design and development process. Disguise has shown time and time again the innovative solutions they bring to the table and that quality is at the heart of what they do.

“We are excited to be working with them on these new Halloween styles for Kirby and bringing them to market in 2021.”

Owned by JAKKS Pacific, Disguise is the top design and manufacturer of licensed video game costumes in the world. Disguise’s new line of Kirby costumes and accessories will be available online, at major retailers and Halloween specialty stores Fall of 2021.