How CASETiFY is making personalisation pop with G-DRAGON

CASETiFY is marking its 15th anniversary by taking its customisation play beyond phone cases, teaming up with G-DRAGON for a new collection spanning tech accessories, plush charms and travel gear.

Called "MAKE iT YOURS", the collection marks the next phase of the lifestyle brand's partnership with the K-pop artist and fashion figure, and introduces what it calls the "CASETiFY PLAYSET", a mix-and-match ecosystem designed around personal expression.

At the centre of the collection is an updated impact case, available with a high-gloss glaze backplate designed to protect custom prints from scratches, as well as a reflective Mirror backplate. Customers can choose from 10 prints featuring motifs such as cosmic stars and pop hearts, alongside customisable text options and a palette of candy-inspired colours.

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The range extends beyond phone cases with jelly wristlets, snappy candy mirror grip stands and glitter silicone charm cubes. The accessories can be swapped using CASETiFY's Love Lock magnetic attachment system, which is available as a MagSafe holder and grip stand.

Also making their debut are CASETiFY alphabet plush characters, with each letter given its own design, texture and material. The plush characters can be used as bag charms or attached to phone cases through the love lock system, adding another layer of customisation to the collection.

For those who would rather skip the process of building a combination from scratch, CASETiFY has also put together three bundles: the iCON PLAYSET, LOVE POP PLAYSET and NOVA PLAYSET. Each PLAYSET purchase comes with a sticker pack featuring graphics from the collection and an exclusive G-DRAGON photo card pack.

The collection's prints will also make their way onto CASETiFY's travel range, including its bounce suitcase, extending the customisation concept from personal devices to travel gear.

To bring the PLAYSET concept into the physical world, CASETiFY will transform its Dosan flagship store in Seoul into an interactive space featuring oversized plush installations, a charm cube workshop bar and a Charm Cube foam pit room. Visitors will also be able to create custom prints and mix and match accessories to assemble their own PLAYSETS.

The launch builds on CASETiFY's ongoing partnership with G-DRAGON, as the brand uses its 15th anniversary to reinforce personalisation as a central part of its identity while expanding further into lifestyle categories beyond device protection.

MARKETING-INTERACTIVE has reached out for more information. 

CASETiFY's latest tie-up comes as brands continue to tap K-pop stars to build cultural relevance and reach consumers across Asia Pacific. Just last week, Colgate appointed BTS's j-hope as its Asia Pacific ambassador for its new Colgate Optic White vitamin C toothpaste, tapping his signature "sunshine smile", high energy and vibrant personality to front the oral beauty range.

The partnership was teased through a video in which j-hope ignores repeated calls until he is addressed as "C-hope", a play on the toothpaste's vitamin C proposition. The campaign promotes the product's claim that it can remove up to seven years of stains in seven days.

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