Surf’s up with Illumination Entertainment and NBCUniversal Brand Development’s new apparel collection inspired by Despicable Me’s Minions and their love of fun and sun.
The Minions Lost in Paradise range was inspired by the popular Electronic Arts (EA) mobile game Minions Paradise and designed by street artist Buff Monster and Australian surf industry leader Rusty. Sold exclusively online, the collection will be available on Swell.com in North America and Europe and on Surfstitch.com in Australia on August 15.
Illumination and NBCUBD are partnering with a number of innovators on Instagram, Snapchat and YouTube for a multi-layered digital launch campaign. A number of surfers—including Rusty athlete Noa Deane—will also promote the capsule collection of t-shirts, denim and swimwear for boys and girls.
Illumination, the creator of the Despicable Me franchise, has an exclusive financing and distribution partnership with Universal Pictures. The animation studio’s films have grossed more than US$3.2 billion at the worldwide box office and Despicable Me prequel Minions currently ranks as the second-highest grossing animated film of all time.