Investing in ads for mobile app games? That’s so 2015. Pacific Sunwear of California Inc. in Anaheim has figured out a way to join in on the fun.
Its Kendall and Kylie spring collection debuted on the reality-star Jenner sisters’ namesake iPhone app game by Glu Games Inc. in San Francisco. Players can choose their character’s favorite PacSun outfit and accessories and buy their selection via a link to the company’s e-commerce site.
The retailer recently hired a restructuring group FTI Consulting Inc. to deal with $160 million in debt set to mature at the end of the year. Others are also looking for opportunities to expand their presences in mobile gaming.
TransWorld SKATEboarding, published by El Segundo-based TEN: The Enthusiast Network LLC, which has substantial operations in Santa Ana, partnered with game developer ArcticPlay Studios in Finland to create the “Hoodrip Skateboarding” game. It allows players to win gear from retailers Active Ride Shop in Rancho Cucamonga and Germany-based SkateDeluxe Skateshops, as well as access their respective websites to purchase items they saw during the game, including hard goods, apparel and footwear.
“As skaters ourselves, our mission with ‘Hoodrip Skateboarding’ was to create a top notch skateboarding game with a completely new approach to the mobile business,” ArcticPlay Creative Director Markus Tamminen said in a statement.
Dragon Showroom
Costa Mesa-based Dragon Crowd Garment Inc. said it plans to open a design center and showroom in NingBo, China.
The space, scheduled for May completion, will enable the knitwear manufacturer’s customers to view “product in a store environment, review the company’s product capacity, or simply relax in the lounge area that was inspired by what you would enjoy in a first-class lounge setting.”
“We are really excited about what we have to offer our customers, not just on a product level but the overall experience,” Marketing Director Jeff Marshall said in a statement.
Dragon Crowd, founded in 1998 by Chief Executive Edward Zhou, wrapped up 2014 with more than $120 million in sales to private-label and other products to action-sports brands and retailers, including Nike Inc., Vans Inc., Quiksilver Inc., Bloomingdale’s Inc., BCBG Max Azria Group Inc., Nordstrom Inc. and Macy’s Inc. The company has more than 3,000 employees in China, where it owns and operates one mill for woven fabric and two knitting mills in NingBo.
Surf Speakers
BRAVEN LC, a subsidiary of Incipio Technologies Inc. in Irvine, signed on as the official sponsor of the Australian Open of Surfing.
“BRAVEN has always been about pushing ourselves, and our product, to the limits, while letting our creativity, love of music and action sports drive innovation,” said Kristen Trappett, general manager of the Provo, Utah-based speakers specialist. “To us, the Australian Open of Surfing gives us the opportunity to bring our brand to life in a mecca of sports and music culture.”
BRAVEN kicked off the deal at Manly Beach in Sydney this month, giving away a waterproof portable Bluetooth speaker every day of the surf competition.
Incipio, which had about $200 million in sales last year, in January agreed to sell a minority stake to New York-based private equity investor Goode Partners LLC on undisclosed terms.
Bits & Pieces
Grupo Gallegos in Huntington Beach said Lindsay Reilly joined its newly formed Brand Activation Group as account director. Reilly’s latest post was at INK in Irvine, where she served as a senior brand manager working with Fullerton-based Pulmuone Foods USA Inc. and Baja Fresh of Fresh Enterprises LLC in Irvine. … Visit Anaheim received a Visit California Poppy Award for Best Content Marketing Initiative for its latest destination video. The biennial contest honors the best marketing campaigns or initiatives in the California tourism marketing industry. … “Ruby Rose. Urban Decay. Obviously.” were the five words Newport Beach-based makeup brand Urban Decay used to announce its collaboration with the “Orange is the New Black” actress.
