[Asia Economy Reporter Yujin Cho] E-Land World (CEO Choi Woonsik) announced on the 10th that its global sports brand New Balance Kids has launched a new collaboration product with author Anthony Brown, famous for 'Willy the Wimp' and others.
The collaboration features five of Anthony Brown's works, which are among the most popular series not only in Korea but worldwide: 'Willy the Wimp,' 'Dreaming Willy,' 'Willy the Footballer,' 'Our Dad,' and 'The Magic Pencil.'
The main character in the works, the chimpanzee 'Willy,' is a character who comforts children who often feel alienated in a world where adults make all the decisions. The author projected his own childhood self and depicted the world through a child's perspective in his works.
The collaboration products consist of a total of 19 styles, including 8 types of clothing such as short-sleeve T-shirts, 3 types of sandals, and 8 accessories including hats. They were pre-released online on the 30th of last month, and the first batch sold out completely.
In particular, the short-sleeve soccer uniform set featuring the Willy the Footballer character and the short-sleeve T-shirts combining the Willy the Wimp character with the New Balance Kids big logo gained great popularity. The official release is today at both online and offline stores, and an online exclusive product, the 'Willy Banana Pattern Dress & Jumpsuit,' will be launched.
A New Balance Kids representative said, "This collaboration with Anthony Brown took over a year of preparation and marks the world's first clothing collaboration product release," adding, "The image of Willy, who sees the world through the pure eyes of children, harmonizes well with New Balance Kids, promising to deliver warm emotions to customers."
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