Last month, celebrity cosplayer Yaya Han announced that she had partnered with Wyla Fabrics’ new Cosplay Fabrics division to create a line of 77 textile SKUs designed specifically for cosplay. The line, which will be distributed exclusively through Jo-Ann Fabrics starting next spring, includes stretch knits, Spandex, metallic and textured fabrics, and other goods tailored for use in costumes that feature everything from fairy wings to plated armor.
The agreement follows a promotional deal revealed earlier this year between online retailer ThinkGeek and cosplay artist Holly Conrad that involved the development of content meant to help customers create a unique Halloween look.
Cosplayers are fans who dress up like their favorite comic book, sci-fi, fantasy, anime, videogame, or other characters. The practice primarily occurs at events such as Renaissance festivals and fan conventions; there are estimated to be more than 350 of the latter each year in the U.S. alone. Many participate in competitive cosplay (costume contests) as well.
The celebrities, almost all women, have a strong social media presence, appear at the cons and other events, serve as models and spokespeople for corporations and consumer products brands, and sometimes are highlighted on reality shows such as Heroes of Cosplay (Syfy) or competition shows such as King of the Nerds (TBS). They come from all over the world—many are from Asia—and often have global followings.
In addition to Han and Conrad, some of the many notable names in the sector include Ginny McQueen (G-Chan), Jessica Nigri, Adrianne Curry, Anna Faith Carlson (who specializes in Elsa from Frozen), and Alodia Gosiengfiao. Gosiengfiao has endorsed a variety of products, including apparel, toy, videogame, and health and beauty lines.
Cosplayers are avid consumers when it comes to their hobby, spending up to $200 at each convention, according to some estimates. It can be difficult for them to find the supplies they need to create their costumes, since generalist retailers do not have the variety of fabrics and other materials they need. Ecommerce sites may have a strong assortment, but do not give fans the opportunity to touch the fabrics first to determine if they will work.
Marketers such as Wyla are starting to address this need. Her Universe, the five-year-old women’s apparel licensee specializing in sci-fi and comic licenses such as Star Wars, Star Trek, and Dr. Who, offers dresses that replicate character apparel and can be used for cosplay. At least one specialist talent management agency, Cosplayers Inc., represents celebrities such as Leeanna Vamp and Nadya Sonika for licensing, as well as for event appearances and social media campaigns.
It is likely that more consumer products companies will consider addressing this large and avid but still largely under-the-radar and untapped consumer group. And there is a good chance many will do so by aligning with one of a growing pool of cosplay celebrities.
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