AKID Brand Celebrates Capsule Collection Inspired by Illumination's Despicable Me 3
DESPICABLE ME 3 Debuted in Theaters on June 30, 2017
July 12, 2017 – Children’s shoe brand AKID, in collaboration with Universal Brand Development, celebrated the launch of an exclusive collection inspired by the return of the Minions in Illumination’s Despicable Me 3 last night in Los Angeles.
The event, which took place in West Hollywood, was attended by Jaime King, PJ Clapp (AKA Johnny Knoxville), P Reign, Jon Buscemi, TyLynn Nguyen, Cynthia Mittweg, Tara Swennen, Russ Karablin, Joseph Cassell, Cher Coulter, Cynthia Mittweg, Renee Bargh, Natalie Alcala, Natalie Saidi, Monique Otero, Becks Welch Wolski, Julia Vaughn, Jessica Paster, and Laura Polko.
Guests enjoyed mingling with the Minions, plus balloon art and face painting, all while enjoying tunes by DJ Nikki Pennie. The décor featured custom yellow furniture and sheepskin rugs, a banana chandelier, yellow balloon sculptures, and a jailbird black and white bar. The food included mini hamburgers and hot dogs, mac and cheese balls, barbecue chopped salad, grilled pineapple, jailbird popcorn, and mini black and yellow cookies. Minions-themed signature beverages were served.
AKID, whose celebrity fanbase includes the children of Kim Kardashian West and Kourtney Kardashian, Charlize Theron, Jaime King, Beyonce, and many more, debuted 7 styles of shoes featuring the ever-popular Minions and other themes from the movie, which hit theatres on June 30, 2017. The collection features a black, white and yellow color theme and includes a range of unique elements, from LED leather boots, to glow-in-the-dark premium cotton canvas slip-ons, to AKID’s signature slide with faux fur foot bed. The capsule ranges in price from $60 – $140 and is available for purchase on akidbrand.com as of July 10, 2017, in addition to being featured in goop’s pop up market in the Hamptons.
“As the mom of two young children, I know first-hand the impact the Despicable Me films have on children and adults alike,” said AKID Brand co-founder Ashleigh Dempster. “It’s one of our favorite family movies so I jumped at the opportunity to create something in collaboration with Illumination’s Despicable Me 3. The entire collection subtly plays off elements of the movie while staying true to the AKID aesthetic for which we’ve become known.”
About Illumination’s Despicable Me 3
Illumination, who brought audiences Despicable Me and the biggest animated hits of 2013 and 2015, Despicable Me 2 and Minions, continues the adventures of Gru, Lucy, their adorable daughters—Margo, Edith and Agnes—and the Minions in Despicable Me 3. Directed by Pierre Coffin and Kyle Balda, co-directed by Eric Guillon and written by Cinco Paul & Ken Daurio, the animated film is produced by Illumination’s Chris Meledandri and Janet Healy, and executive produced by Chris Renaud.
Joining Steve Carell and Kristen Wiig in Despicable Me 3 is Emmy, Tony and Grammy Award winner Trey Parker, co-creator of Comedy Central’s global phenomenon South Park and the Broadway smash The Book of Mormon. Parker voices the role of villain Balthazar Bratt, a former child star who’s grown up to become obsessed with the character he played in the ‘80s, and proves to be Gru’s most formidable nemesis to date. The film debuted in theaters on June 30, 2017. www.despicable.me
UNIVERSAL BRAND DEVELOPMENT
Universal Brand Development globally drives expansion of the company’s intellectual properties, franchises, characters and stories through innovative physical and digital products, content, and consumer experiences. Along with franchise brand management, Universal Brand Development’s core businesses include Consumer Products, Games and Digital Platforms, and Live Entertainment based on the company’s extensive portfolio of intellectual properties created by Universal Pictures, Illumination Entertainment, DreamWorks Animation, and NBCUniversal cable and television. Universal Brand Development is a business segment of Universal Filmed Entertainment Group, and part of NBCUniversal, a subsidiary of Comcast Corporation (NASDAQ: CMCSA).
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