Hoping for double play in both the extreme sports and lifestyle game categories, TDK Mediactive and La Habra, California-based Flying Tiger are working on a Game Boy Advance title based on attitude-driven apparel property No Rules. Launched in 1994 as a brand that parodied pop-culture radar blips like the Got Milk ads and Nike ‘swoosh’

T-shirts, No Rules has since grown into an international graphic character-based clothing and accessories line that generated US$15 million in 2000, a figure that’s projected to increase by 25% this year.

No Rules Get Phat targets the seven to 15 demo and centers on a skateboard fiend named One Eye Jack, who must stop an alien invasion of his local hangouts. Players vanquish the extraterrestrial intruders by performing skateboarding and snowboarding tricks, shooting a slime gun, and mixing and scratching on their turntables. ‘The whole street culture of this license is very hot and marketable right now, and the target demo of the brand definitely fits where we want to be as a company,’ says Andrea Frechette, brand manager for Calabasas, California-based TDK Mediactive.

Due out in November, No Rules Get Phat will launch worldwide in five languages-English, Spanish, French, German and Italian.