BEAMS ties its 50th anniversary to Tokyo Game Show's 30th with a retail collection
BEAMS is putting its 50th-anniversary programme to work at Japan's biggest gaming trade show, selling a seven-publisher character collection at two of its own stores and on the Tokyo Game Show floor itself — a mainstream apparel retailer buying directly into a captive trade-show audience.
BEAMS launched a collection called GAME ARTeee COLLECTION on 15 September under its BEAMS Mangart line, marking both the retailer's 50th anniversary and the 30th edition of Tokyo Game Show, the company said. Seven game publishers — Capcom, Koei Tecmo Games, Konami, Sega, Square Enix, Sony Interactive Entertainment and Bandai Namco Entertainment — each contributed a character for a set of T-shirts, priced at ¥6,000 before tax (¥4,500 for kids' sizes), alongside a pre-order-only "all-star" shirt featuring all seven.