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RETAILBIZ: ANGEL CAT SUGAR 50 MCV 25/09/09
WWW.MCVUK.COM
Rising Star Games readies the first video game in an adorable new franchise from the creator of worldwide phenomenon Hello Kitty – aimed squarely at parents that want to keep their kids happy… by James Batchelor HELLO KITTY has gone from being a small emblem on a purse to complete world domination – but now it’s time for another star to rise. Angel Cat Sugar – from Kitty’s creator Yuko Shimizu – is venturing beyond her traditional remit of merchandising and into the realms of video games, courtesy of Rising Star Games. “Considering the nature of the game and its target audience, we expect Angel Cat Sugar for DS to not only perform strongly from its release and during the Christmas period, but also to carry on with steady sales throughout 2010,” says product marketing assistant Yen Hau. “We expect this cat will have a very long tail. Angel Cat Sugar isn’t governed by the typical games lifecycle. It is a game that is targeted at pre-teens, those who many have just been bought their first DS by their parents. “It is not a group where graphics or storyline are defining features and as such, considering the age range, an enjoyable playing experience is essential. We feel that Angel Cat Sugar has exactly what it takes to be a success for this target audience, especially when Rising Star Games is confident that Angel Cat Sugar – from the creator of Hello Kitty – will be a hit with parents over Christmas you consider the strong ethical issues Star is gearing the marketing efforts your child this Christmas then Angel prevalent throughout the game and the “Interest has been extremely positive towards parents. Cat Sugar should be high on your addappeal to young parents.” so far with coverage slated for “Angel Cat Sugar is in a unique on sales list, especially considering its The release sees players taking on the several publications and many of the position in that it will probably be competitive RRP.” role of the titular feline, who is the national newspapers. parents who are the main purchasers The publisher has a comprehensive princess of Angel Land. Exploring her “With all these publications showing and not the eventual player,” says Hau. PR campaign already under way, which kingdom with her friends, Sugar spends genuine excitement for the brand, has been running for the her time seeking out it really has galvanised the feeling past month and will people with problems and here that this can and will be a success If you’re a parent buying a continue to do so until helping them with her in the UK. This coverage has a provided new DS for your child this November. The focus of this power to heal hurt feelings. us with a few months of ‘media blitz’ Christmas, Angel Cat Sugar campaign will be on while will do much more to inform will be high on your list. SWEET AS SUGAR children’s media as well as parents about the game and brand than There are also a variety of over both parenting and an advertisement can.” Yen Hau, Rising Star Games puzzles and mini-games to fashion sectors, promoting RELEASED: OCTOBER 16 enjoy centred around the young Angel’s “In this respect, retailers in the brand as much as the game itself. FORMATS: DS favourite pastimes, as well as secrets to traditional family sectors such as “The key here is to establish the brand PUBLISHER: RISING STAR discover in the forests and rivers of supermarkets should see a high uptake as an identity in its own right, to DEVELOPER: INLIGHT ENTERTAINMENT Angel Land. leading up to Christmas. introduce the UK market to this PRICE: £19.99 Most, if not all, activities will hold a “Of course, this doesn’t mean that phenomenon that is spreading across DISTRIBUTOR: MASTERTRONIC valuable ethical lesson for young games retailers will not see any sales. If Europe and to reinforce the core ideals of CONTACT: 0845 234 4242 children, and as a result, Rising you’re a parent buying a new DS for both the brand and the game,” says Hau.
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