MINIONS X RUST X BUFF MONSTER
Celebrating the Minions’ passion for the beach lifestyle as highlighted in the Minions Paradise mobile game, now available worldwide from EA, the Minions Lost in Paradise Collection included t-shirts, denim and board shorts for men; and t-shirts, a midi dress, denim and swimwear, including a bikini and one-piece options, for women. Known for his iconic The Melty Misfit characters, Buff Monster interpreted key elements from the Minions Paradise game to design the core collection art.
“Creating a lifestyle collection that captures the essence of the surfing culture and represents the pop culture of the Minions was exciting,” said Gail Harrison, President of Marketing and Branding, Illumination Entertainment. “Our collaboration with renowned artist Buff Monster and surf industry leader, Rusty, offers a fun theme to develop a capsule collection that stylistically pairs the beach lifestyle with the Minions,” said David Swift, Creative Director, Illumination Entertainment.
Style icons and models; filmmakers; innovators on Instagram, Snapchat and YouTube; and real- life couple Jay Alvarrez and Alexis Ren were tapped to collaborate on the marketing campaign for the launch. Additionally, surfers, such as Rusty athlete Noa Deane, appeared in association with the collection. The influencers were featured in a multi-layered digital campaign timed to the launch of the collection.