DHX Media, Square Enix/Taito and Live Nation Merchandise have announced plans for a new co-branded lifestyle brand featuring electronic music producer deadmau5 and the classic gaming property Space Invaders.

The new hybrid brand will be available across a range of categories when it launches this winter in North America.

LNM will represent the licensing and merchandising rights for the property across North America, with support from DHX Media, which initiated the collaboration.

“We are delighted to be involved in this innovative project which underlines the potential for the fusion and reinvention of classic brands into an ultra-modern sphere in new and unique ways,” says Stephanie Gonzalez, director of licensing, DHX Media. “The natural synergy between deadmau5 and Space Invaders will be a powerful combination that will bring together the diehard fans of a perennial favorite with the trailblazer of the EDM explosion.”

deadmau5 is a long-time fan of the game and has a green Space Invader tattooed on his neck.

“deadmau5 is the most popular electronic music artist and Space Invaders are the most recognized video game characters. Bringing them together is more than a collaboration, it is a revolution in popular culture,” says Janet Dwoskin, vice president of licensing, LNM. “This is going to be a very exciting and unique program.”