The makers of the all-in-one spandex morphsuit have announced a change in strategic direction by adopting a new brand identity and expanding their costume range.
Edinburgh-based Morphsuits has created Morph Costumes in an effort to make an impact on the global costumes and party sector.
It estimates the worldwide market to be worth $6bn.
The new strategy comes as the company celebrates five years in business.
AFG Media, trading as Morphsuits, was founded by brothers Fraser and Ali Smeaton and Gregor Lawson in 2009.
Under its new brand, the business has recruited an ex-Nasa engineer to create a new range of "digital" costumes which incorporate wearable smartphone technology to animate the designs.
Gregor Lawson, co-founder of Morphsuits and Morph Costumes, said: "When we launched Morphsuits, we wanted to convince the UK that costumes were awesome all the time and not just for Halloween.
"Now, we've become a nation of fancy dress addicts and to revolutionise fancy dress across the globe, we have launched Morph Costumes to provide our customers with awesome experiences and not simply a fancy dress outfit."
He added: "We deal in a whole lot more than just spandex now - the original all-in-one spandex morphsuit is still a big part of everything we do, but we have now increased our range of next generation costumes by over 100%.
"The launch of Morph Costumes paves the way for the next phase in Morphsuits' future - creativity and innovation will always be in the foundation of everything we do, whilst our core objective is always to kick down boundaries and create the most awesome costumes ever seen."