Toy maker Kidrobot is playing in apparel.
The company, known for its limited-edition art toys, has launched a line of T-shirts, hooded sweatshirts, polos and accessories that will hit Kidrobot stores today, coinciding with the reopening of its renovated SoHo location. Barneys New York will start to carry the line in November. The clothes also are available at kidrobot.com.
“Kidrobot has evolved into a lifestyle for people,” a company spokeswoman said. “Everyone from five-year-olds to soccer moms to 65-year-old art collectors love the toys. The clothing is just a natural progression for us. It can easily transfer to clothing.”
Founded in 2002, New York-based Kidrobot has turned vinyl toys into not only art, but also a multimillion-dollar business that has doubled its sales every year since it began, according to the company. Kidrobot had revenues of $5.6 million last year and expects to generate $12 million this year. The firm declined to provide apparel sales projections.
The company collaborates with artists such as French graffiti artist Tilt, musicians such as the Gorillaz and fashion designers, from Karl Lagerfeld to Heatherette, to create limited-edition characters.
Both of those qualities — the collaborative spirit and the exclusive nature — have put the toys in hot demand, and they will be applied to the clothing line. For limited-edition hooded sweatshirts, which wholesale for $70, as compared with $45 for traditional sweatshirts, Kidrobot only will produce 228 pieces in each design for men and 96 pieces for women.
“Barneys wanted to buy 120, but we only made 96,” the spokeswoman said. “Originally, we didn’t want to sell anywhere but Kidrobot stores, but Barneys was adamant. You can’t complain when Barneys is adamant about placing your product.”
Paul Smith has designed eight versions of a limited-edition T-shirt that will be carried exclusively in his stores and come with a specially designed Paul Smith-Kidrobot toy.
Some of the clothing will feature toys from the Kidrobot collection, but the apparel line also will introduce its own cast of characters. One set of T-shirts features the newly conceived “Zoomies” — furry animals that like to drive around fast, a story that is explained in a comic book on the garment’s hangtag.
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The line will launch with T-shirts, wholesaling for $12 to $15; patterned hooded sweatshirts; polos, and accessories. Men’s track jackets will be added for holiday, followed by women’s for spring. Outerwear will be added for holiday.
Longer term, there are talks of collaborative denim, knits that mix argyle with toy graphics, and even adult footed pajamas.