On Pinterest, fashion dolls aside, when you type the word ‘fashion’ with any toy/game brand, Lego turns up countless images. Various images of Fergie and Jet Black wearing Lego assembles are plentiful as are Lego hats, shoes, suits, heels, dresses, purses, jackets, skirts… everything! The second brand with a plethora of images is Hello Kitty.
Is it by chance that these are a couple of the hottest brands in our industry? I think not. Fashion sells. Tide detergent is using fashion via Project Runway to sell laundry soap. Duct Tape was a theme of Project Runway. The Duct Tape marketing people told me that using fashion very successfully sells their brand. My collaborators/partners and I have been working to find avenues to get a bigger piece of the entertainment pie for our industry, to promote the importance of play and sell more toys and games. We’ve been doing it through inventors (TAGIE Awards), through educators (Games for Educators) and to the public/media directly (Chicago Toy & Game Fair). Why not fashion? Last year was our first year, we came up with the idea just months before and it was a runway success. The fashion industry embraced it. The media loved it. The public ate it up. PlayCHIC, the toy inspired fashion show.