Pokémon turns 20 this year as we all know, and no time is being wasted when it comes to exploiting this landmark event. Nintendo has just released the games that started it all on the 3DS eShop, and long-time merchandising partner Tomy is planning a year of special promotions. Later in the year we'll have Pokémon Go coming to our smartphones, and then there's Pokémon Sun and Moon on 3DS to look forward to, an all-new entry in the series.
However, one of the most leftfield pieces of cross-marketing has to be the fact that Drew Barrymore is now Pokémon's fashion brand ambassador. Last weekend, she hosted a Pokémon Afternoon Soiree at Sunset Tower in West Hollywood, and had this to say about her new role:
I like the fact that I've been around forever and Pokémon has been around forever. I think what they're doing with fashion is very current with what Moschino and Opening Ceremony and Rodarte are doing. There's a playfulness that we're now allowed to have in fashion again, for the first time in years. It's been very serious because it's been very critical, and that bummed me out!
As someone who has played on the red carpet my whole life, and the runway and whatever it is—let's get back to fun and expressiveness. I think that bloggers and magazines have had a lot to do with that. But we're just living in an era, or a moment, that's a little bit more back to fun. So I like that Pokémon is like, 'We're going into fashion!'
I really want to figure out how to translate their outfits into the world. And I'm a mom so I want kind of iconic children-oriented things. But I just like happy things. And Pokémon is happy. It's not associated with anything but joy, and I'm in the joy business. I don't want things that are dark and angry. I like things that are colorful and happy.
While the pairing of Barrymore and Pokémon might not make immediate sense to hardcore gamers, it shows just how far the series has entrenched itself in popular culture - and a fashion alliance with a figure such as Barrymore should ensure even more mainstream fame for Pikachu and company.
[source thedailybeast.com, via dailymail.co.uk]
Comments 18
Go Drew, I love you more now!
We all know the real fashion ambassadors of Pokemon are Ant and Dec with their cosplay pokemon battles and knitted Pikachu jumpers.
That aisde, this does seem really strange. I can't help but think I'd rather have Rhonda Rousey. But there you go!
@Churchy Oh please Lord no! Don't unleash Ant and Dec upon the world. nothing deserves that!
As for Drew Barrymore being Pokemon's fashion ambassador, I do want to ask if she's ever played any of the games? Just out of curiosity for what she knows about the franchise.
I'm interested to see what this partnership/deal will do for the Pokemon franchise.
I'm interested to see what she will create.
@Churchy I'd totally forgotten about that! What a show
@Damo I still have the VHS entitled "The Best of SMTV Live: So Far". Good times.
I'm hoping we can finally have a real life version of Brendan's weird beanie-thing!
Did she need the money or something? Or does the Pokémon company have too much?
I can't picture what "pokemon fashion" would look like.
Well, that is the way to go when talking Marketing! The Pokemon company is not wasting any time this Year. Now, if only Nintendo took some notes...
i want pokemon fashion that let's me mega-evolve.
If it's affordable I will definitely rock some pokemon fashion. I like the idea of clothes that are more an homage to the games than just a tee shirt with pikachu on it, which I think would be the direction Barrymore would take it. And it if it gives us a chance to maybe wear some clothes from the game that'd be awesome.
It would be cool if there were hoodies or something for the torsos of humanoid pokemon like lucario.
@Jacadamia Hey, it's already on Etsy! I'm strongly considering buying one myself!
E.t. wasn't colorful and happy.
"[Pokémon]'s not associated with anything but joy"
Tell that to Cubone.
@GloverMist Wow really? Cool then! I'll have to check out the price then, haha
"I don't want things that are dark and angry. I like things that are colorful and happy."
-Drew Barrymore
But you were so good in Donnie Darko. ('- ' )
Personally, I think it's awesome. Pokemon is really huge, and even though I'm just a casual fan, I've been surprised how easy it is to bring it up and use Pokemon as a starting point to getting to know new people (worked with 2 of my coworkers).
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