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Electronic music juggernaut collaborates with classic video game property

Halifax, NS - 20 August 2013 - DHX Media, the agent representing Space Invaders® in North America, and Live Nation Merchandise, Inc. (LNM), the exclusive merchandising and licensing agent representing pioneering electronic artist deadmau5, have jointly announced a co-brand license agreement between deadmau5 and Square Enix Ltd./TAITO Corporation, the exclusive owner of Space Invaders, fusing two explosive properties.

deadmau5 and Space Invaders have teamed up to create a lifestyle brand crossing a myriad of categories launching in the high-end and specialty markets. Expected launch is Winter 2013. LNM will primarily represent the licensing and merchandising rights to the new hybrid brand across North America, with support from DHX Media, the entertainment company that initiated the collaboration.

deadmau5, a Space Invaders fan so much that he has a green Space Invader tattooed on his neck, is one of the biggest names in electronic music and a major catalyst in the genres evolution from an esoteric subculture to the inexorable part of mainstream music today. The Space Invaders brand is similarly pervasive in popular culture, with the characters debuting in an arcade game in the late 70s and being referenced continually in the pop culture which cultivated artists like deadmau5. Fusing the first sci-fi-esque symbols of the computer-lead revolution that deadmau5 now represents 40 years later; the co-brand is a perfect synthesis for the digital age.

“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,” said Janet Dwoskin, Vice President of Licensing for Live Nation Merchandise.  “This is going to be a very exciting and unique program.”

“We are overwhelmed to be collaborating with deadmau5, a truly unique and pioneering artist and a huge fan of our beloved Space Invaders,” says Janet Swallow, Vice President of Licensing, Square Enix Ltd.  “Our partners at DHX Media and Live Nation have brought together two iconic lifestyle brands and we look forward to all of the opportunities this collaboration will present."

Stephanie Gonzalez, Director of Licensing at DHX Media adds: “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. The collaboration between deadmau5 and Space Invaders is another example of the way DHX Media aligns strategic andinnovative licensing partnerships.” “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.

About deadmau5 Joel Zimmerman, more commonly known as deadmau5 (pronounced ‘dead mouse’), is one of the world’s most respected electronic music producers of modern times. Enjoying international chart success with his singles “Professional Griefers,” “Sofi Needs A Ladder,” “Ghosts ‘n’ Stuff” and “I Remember,” he has also released four critically acclaimed albums:  4×4=12, For Lack Of A Better Name and Random Album Title. The multiple JUNO Award-winning and Grammy®-nominated artist performed at the 54th Annual GRAMMY Awards as part of its first ever telecast performance highlighting electronic music. His ability to push the boundaries of his talent grows at an equal rate to his fan base, which counts over 7.6 million Facebook friends and 2.3 million Twitter followers.. A major touring act, he has headlined Lollapalooza, Outside Lands, Sonar, Virgin Mobile FreeFest, Coachella and Creamfields, and sold out Rogers Centre in Toronto and PETCO Park in San Diego, as well as multiple consecutive nights at legendary venues like the Roseland Ballroom in NYC and the Palladium in Los Angeles.  2013 included headlining slots at Ultra Music Festival – Miami, Lollapalooza Chile, Lollapalooza Brazil and The Veld festival.  Plus plans for a major world tour are in now the works. He has appeared on the cover of Rolling Stone (summer double issue, 2012), marking him as the first electronic artist to do so as well as VIBE magazine this year.

About Live Nation Merchandise Live Nation Merchandise is the merchandise and licensing division of Live Nation Entertainment representing over 150 top music and concert artists worldwide. For more information, please visit

About Space Invaders Planned, developed, and released by TAITO Corporation (TAITO), the 1978 arcade game SPACE INVADERS became an instant global phenomenon. Today, its iconic characters frequently appear both in licensed projects worldwide and as TAITO’s corporate mascots.

TAITO is the exclusive owner of the global intellectual property rights, including copyrights and trademarks, for SPACE INVADERS and its characters, and takes an active role regarding new SPACE INVADERS-related enterprises.

About TAITO Corporation TAITO Corporation (TAITO) is a wholly-owned subsidiary of Square Enix Holdings Co., Ltd. With headquarters in Tokyo, Japan, TAITO operates core businesses such as game arcade operations, coin-operated game machines, and mobile phone content services. A seminal part of gaming history, TAITO caused a worldwide sensation with its arcade legend, SPACE INVADERS®, and developed such fan favorites as PUZZLE BOBBLE® (BUST-A-MOVE®) and ARKANOID®. Today, TAITO continues to thrill game lovers of all generations by offering both classic and new family-oriented titles on the latest gaming platforms. TAITO delivers a wide range of entertainment experiences with the goal of providing consumers with fresh surprises and new discoveries. More information on TAITO can be found on the Internet at

About Square Enix Ltd. Square Enix Ltd., a part of the Square Enix Europe business unit, develops, publishes, distributes and licenses SQUARE ENIX®, EIDOS® and TAITO® branded entertainment content in Europe and other PAL territories as part of the Square Enix Group. Square Enix Ltd. also has a global network of leading development studios such as IO Interactive™, Crystal Dynamics® and Eidos Montréal. The Square Enix Group boasts a valuable portfolio of intellectual property including: FINAL FANTASY®, which has sold over 100 million units worldwide, DRAGON QUEST® which has sold over 59 million units worldwide and TOMB RAIDER® which has sold over 35 million units worldwide; and the legendary SPACE INVADERS®. Square Enix Ltd. is a London-based, wholly-owned subsidiary of Square Enix Holdings Co., Ltd.

More information on Square Enix Ltd. can be found at

About DHX Media DHX Media ( is a leader in the creation, production and licensing of family entertainment rights.  DHX Media owns, markets and distributes over 8,500 half hours of children's entertainment content, and exploits owned properties through its consumer products licensing business.  DHX Media is  recognized for  brands such as Caillou, Busytown Mysteries, Inspector Gadget, Johnny Test, Animal Mechanicals, Kid vs. Kat, Super WHY!, Rastamouse, and Yo Gabba Gabba!. The company also provides programming for Cookie Jar TV, the weekend morning block on CBS.  DHX Media's full-service international licensing agency, Copyright Promotions Licensing Group, (CPLG), represents numerous entertainment, sport and design brands. DHX Media has offices in Toronto, Los Angeles, Vancouver, Halifax, London, Paris, Barcelona, Milan, Munich, Netherlands and is listed on the Toronto Stock Exchange.

For more information, please contact:

Kelly Kimball 310 701 7773


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