Friday fun

Puttin’ on the Ritz: Froot Loops, Lucky Charms and Cinnamon Toast Crunch strut their stuff on the catwalk

By Gill Hyslop contact

- Last updated on GMT

Kelloggs and General Mills are hitching the power of their brands to the fashion industry. Pic: ©GettyImages/angelha
Kelloggs and General Mills are hitching the power of their brands to the fashion industry. Pic: ©GettyImages/angelha

Related tags: Kellogg company, Nike, catwalk, fashion, BLE 2018, Brand Licensing Europe, General mills

Big name cereals are tripping the light fantastic with funky fashion collaborations with Nike and the co-created fashion brand AwayToMars.

The release of the US basketball player Kyrie Irving’s fourth signature model – the Nike Kyrie 4 “Cereal Pack” – earlier this month has been instant slam dunk, with the adult-sized Lucky Charms, Cinnamon Toast Crunch and Kix colorways selling out faster than it takes a bowl of cereal to go soggy in milk.

Now Nike is releasing a sized-down edition for kids.

Not to be outdone, Kellogg’s is also getting into the loop, having teamed up with the novel US co-creation fashion brand AwayToMars to unveil a 10-piece Froot Loops collection, created for fans by fans.

For the younger sneakerheads

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Nike’s Big Kids’ Kyrie 4 “Cereal Pack” include all the same details as the larger adult versions.

The Lucky Charms colorway features a bright red upper in mesh and suede inspired by the red cereal box. ‘Magical’ marshmallow shapes are embossed into the suede paneling around the ankle, and iridescent Swooshes and a multicolored speckle on the midsole add to the rainbow theme.

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The Cinnamon Toast Crunch edition is constructed with a tan upper featuring cinnamon swirls textured into the suede paneling, multicolored speckles on the midsole and Swooshes that match the logo on the tongue.

The Kix colorway show features a yellow upper with blue and white accents inspired by the corn-puffed breakfast’s box.

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The Big Kids’ Kyrie 4 “Cereal Pack” – available for kids aged between 3½ and 7 years at a price of $100 each – is being launched today (August 24 via the Nike SNKRS app at 10:00am EDT). It is expected to sell out quickly.

Whatever Froots your Loops

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Fans can now show off their love of the cereal from head to toe with the new AwayToMars/Froot Loops collection, which debuted online on Wednesday (August 22).

The unisex, limited-edition collection was inspired by the colorful aesthetic and fun spirit of the cereal’s new Wild Berry variant and, of course, Toucan Sam.

Nearly 700 designers participated in the pioneer co-creation model to develop the collection’s hats, Ts, sneakers, hoodie, jacket and dress.

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From color-blocking a bomber jacket to look like Toucan Sam to designing a spacey sneaker print featuring purple Wild Berry stars, the unique fashion community came together to create and finesse each design before the company created manufactured the final pieces.

The collection will be debuted in Paris on September 27, however, it is available online​ for fans who cannot wait, retailing between $30 and $185.

The two cereal giants are part of the growing number of food and beverage companies that are jumping onto the lucrative brand and character licensing bandwagon. According to Steven Ekstrakt, group publisher of Licence Global, the multi-billion dollar business has a multipronged advantage to enable producers to diversify into new and bigger markets, sell more product, and get a premium for that product.

This year, BLE 2018, focuses on the food and beverage sector - the show is being hosted at the London Olympia, UK, from October 9-11.

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