“A game is almost not what it is,” said Levy, who confirmed the product is to come out this year, but didn’t pinpoint a date.
IMG teamed with them, and video game publisher 505 Games signed on to help formulate the proposal. Peter Levy, senior vice president and managing director of IMG Fashion, organizer of New York’s Mercedes-Benz Fashion Week, said makeup artist Pat McGrath and partner Noel Gordon approached IMG more than a year ago with an idea for a game. “I don’t want to get in the business of comparing it with a ‘Grand Theft Auto’ or ‘Madden’, but it is such a powerful brand….We are going to set the bar for fashion gaming sales,” said Jonathan Anastas, vice president-head of marketing at Atari.ĭevelopment of the fashion week-inspired video game is in the conceptual stage. The initial “Project Runway” game, set to launch March 2, leverages the television program, incorporates its stars and engages gamers with familiar challenges to create winning designs and beautify models with hair, makeup and accessories. The partners believe they have a formula to attract tween, teen and young adult female consumers.
Wii games at target series#
has signed a licensing agreement with The Weinstein Company for a series of games based on that firm’s “Project Runway” series that are being developed by Tulsa-based Tornado Studios for the Wii.
Wii games at target portable#
Analysts said Nintendo’s Wii and portable DS consoles, and online sites, have shown women respond to video games if they are reasonably easy to understand and free of gore.Īlthough some fitness, music and puzzle games have been gender crossovers, as well as commercial hits, it is unclear whether fashion-themed games can score big financial returns.Ī key test is near. music business - has awakened to the power of the female consumer, including the possibility for brand marketing if women can be convinced that video games are credit card-worthy. The products are being introduced as the male-dominated industry - double the size of the U.S. Games based on Lifetime’s “Project Runway,” featuring Kors, Klum and Tim Gunn, and on IMG-produced fashion week events will go stiletto-to-stiletto this year. video game industry: 18- to 25-year-old women. Kors and Klum are figures at the cutting-edge of an emerging effort to tap into what is seen as a major new frontier for the $20 billion, testosterone-driven U.S.
Their game focuses on something that can be more dangerous and filled with intrigue: fashion. They don’t carry Uzis, kill monsters or zoom along city streets in souped-up hot rods. Get ready for Michael Kors and Heidi Klum, video game heroes.
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