The brand has been developed for World Event Productions and Classic Media which have based the new cartoon Voltron Force on the original, Voltron: Defender of The Universe.
The Gild has created a a consumer product style guide, which will inform licensees of how to use the Voltron brand.
Shorts, pyjamas, bedding, skateboards, backpacks, trainers and action figures are among the products included in the book, but it is understood guidelines will be applied to other products by licensees.
Senior design director of The Gild Alexia Cox says, ‘To deliver on this project we’ve not only had to immerse ourselves into the world of Voltron Force, but we’ve also had to become 4-9 year old boys
‘Todays average seven-year-old is much more tech and design savvy then we were, so it’s critical that our strategy and design direction reflects this to ensure commercial success.’
The process has involved extrapolating elements from the cartoon – which airs in the UK this summer – and working with illustrator Will Beeslaar to redraw and stylise the characters and show identity.