APPAREL MONTH: Joystick Junkies eyes more growth in 2010

New deals signed with Exspect and Xbox; success reported with Next childrenswear lines.
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British fashion label Joystick Junkies has its eye on further growth throughout this year, having enjoyed success with its childrenswear and accessories lines in Next in 2009 - with developments including the launch of its own children's brand and tie ups with Xbox 360 and accessories form Exspect.

The company developed a range of Sonic X apparel and accessories, as well as childrenswear for The Bogies for Next last year, with both seeing strong sales.

"We believe the success of the childrenswear in general has been due to Joystick Junkies designing with a fashion perspective and creating unique pieces that don't feel like the usual licensed children's clothing," the firm's Chris Birch explained to Licensing.biz.

"The huge response in these two areas has led to the appointment of Anita Majhu as childrenswear development consultant to oversee the launch of the Joystick Junkies children's brand later this year."

Most recently, the firm has signed a licensing deal with accessories company Exspect to release a line of mobile and gaming accessories. Orrsum is also on board for a line of Joystick Junkies socks for launch this spring.

Microsoft's Xbox brand will also be making its first foray into fashion, teaming with Joystick Junkies for a retro t-shirt range. The collection will be inspired by popular Arcade games available through the Xbox Live service.

Joystick Junkies has also been active in the virtual space, with its designs appearing in exclusive download packs for THQ's Saints Row 2 video game. It has licensed its designs to the Original V-Shirt Store for sale as virtual tees for avatars within the PlayStation Home online world.

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