IT WAS ALL A DREAM

It was 2018 and Red Central were heading out to Seattle for a potentially very exciting meeting with Microsoft-owned Xbox. While the success of the Xbox itself was huge, it was a sleeping giant in the consumer products industry and didn't have a huge foothold compared to some of their console counterparts. This was a mind-blowing prospect for Red Central; we were perfectly placed to help Xbox unleash the power of the brand and give fans what they were craving.?

On meeting the Xbox team, it was clear they were going all in - no half measures! Building from the ground up with a core range based off their then current Xbox, the 'One X'.

We developed a future proof creative strategy. Planning years in advance was crucial - enabling us to tie into new console launches and marketing activity. We created a style guide that promoted the current line up, but could also evolve and adapt to what was in the pipeline with the Xbox Series S and X consoles.

Evolve it did! Over the next two years the consumer products range for Xbox grew dramatically. We could see the impact it was having at retail both in store and online. This was hugely encouraging for everyone involved and the Xbox team were fantastic at feeding back to us their findings. We were able to use this market intelligence to great effect as we began to evolve the style guides. We created ranges for Mass, Mid-Tier and Speciality while also allowing for Spring Summer and Fall Winter trend capsules. Incorporating fashion trends and building on the core style guide, giving the fans variety with fresh on-trend designs as well as a classic range that was unmistakably Xbox.

Moving into 2020 with the eagerly anticipated launch of the new Xbox Series S and X we took the opportunity to update the licensed packaging line look. The revamp helped differentiate new products for, and aligned with, new consoles.?

With the licensing groundwork put in on the previous generation console, Xbox were strategically in a prime position to feed demand for this new and important phase for the brand. The rest, as they say, is history.

Fast forward to the current day and Red Central has just finalised the latest iteration for Spring Summer 2024 and have our eyes on Fall Winter. We still have a strong Core line look as well as fashion forward, trend focused collections including a new 'Classic Vintage' collection that was inspired by licensee feedback.

"Listening to the fans and licensing partners, and aligning strategically with the marketing department, has been key to the Xbox team’s achievements. The planning and foresight that went into building Xbox into an exciting, consumer products success should not be underestimated. They have stayed true to their brand values and put the trust in Red Central to ensure they align with social and fashion trends that appeal to their fanbase. The Xbox mantra is that in dreams, all bets are on. Unlock new worlds. Leap, transform. Explore. Conquer. They have certainly done that." Alan Guest - Creative Director. Red Central

Red Central are proud of the collaborative work we have produced with the Xbox team and Microsoft in general. We have created 6 generations of the Xbox consumer products style guide as well as seven Halo style guides including Licensing Packaging guides for both brands. Our long standing partnership is testament of both teams commitment to keep pushing the brand forward.