Pokémon affect, now adults take to cartoon based apparels

After wooing kids cartoon characters like Mickey Mouse are coming now being introduce in adult clothing. For example, Only, the fast fashion brand, has Mickey Mouse motifs in colors of maroon, grey and blue in its tees. It’s not uncommon to see collections that shun the classic bright red, blues and yellows, offering instead subtle versions of grey, deep blue, black and maroon. Designs that substitute the recognizable logo and imagery for something more understated yet nostalgic are also common. For instance, the Only collection has a maroon top with a minute print of Mickey’s gloved hands, no ears or face in sight.

The consumer products division of Disney India is training its sights on adult segment with its apparel range. The company started making inroads into the adult apparel market in 2012. Today, a third of its total fashion business comes from adult category. Disney owns the rights to characters like Avengers, Spider-Man, Iron Man.

Dream Theatre represents popular animation brands such as Angry Birds, The Simpsons, Family Guy and Pokémon, among others, for licensing and merchandising in India and South Asia. Riding on the success of Pokémon Go, the hugely popular mobile phone game, the firm has entered a dozen-odd deals for products focused on young adults.