Pac-Man receives makeover to boost its global appeal among girls and a new generation of fans.

Bandai Namco Entertainment has teamed up with Asobisystem and Twin Planet to launch Pac-Store, a new Pac-Man venture aimed at boosting the brand’s awareness and reaching new fans.

The Pac-Store setting is a boutique-style store somewhere in the Pac-Man arcade machine universe. It’s run by three childhood friends and sells a range of goods for everyone, from fashion to fast-moving consumer goods, and features a host of newly devised characters with contemporary designs.

Additionally, the new brand will give a “cutsie” twist to the classic character to boost its appeal to girls. The venture will also aim to boost awareness of the Pac-Man brand with appearances at a variety of events and licensing across a range of categories including fashion.

In addition to the new brand, Bandai Namco will release a raft of Pac-Store products including t-shirts, hoodies, caps and other clothing items, as well as bags, pouches, mugs and more.

The Pac-Store brand made its debut at the Moshi Moshi Nippon Festival, Nov. 26-27, at the Tokyo Metropolitan Gymnasium.

The Pac-Store merchandise will be available online via Bandai’s online store, LaLaBit Market, from the end of January onwards.