Bioworld Enters the ‘Killzone’

Sony Computer Entertainment Europe has tied up a multi-property partnership with Bioworld Europe for apparel and accessories featuring SCEE’s portfolio of video game properties throughout EMEA and Australia.

Bioworld will kick start the collaboration with adult apparel and accessories based on SCEE’s “Killzone: Shadow Fall” first-person shooter game.

Products in the range will include t-shirts, hoodies, dog tags, wallets, baseball caps and wrist cuffs. The collection will launch at retail and online outlets this month to coincide with the release of the game on the new PlayStation4 Nov. 29.

Bioworld Europe is also developing lifestyle ranges for some of SCEE’s best-selling video game properties including LittleBigPlanet, inFAMOUS: Second Son, The Last of Us, Beyond and Tearaway, which will begin rolling out at retail in 2014.

“Our partnership with Bioworld Europe is part of an ongoing strategy to select licensees that will strengthen the presence of our brands throughout Europe, and I have no doubt that their design and retail expertise will drive growth for the apparel category,” says David Evans, European licensing manager, SCEE. “Their debut collection for Killzone has managed to strike a perfect balance between paying homage to the game through artwork and subtle references that fellow fans will recognize whilst also incorporating on-trend cuts, fabrics and colors that will appeal to fashion conscious adult consumers.”

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