The creamselector player comes pre-loaded with club tracks, and is being sold exclusively at Comet. The player is available in 512MB and 1GB formats, priced £59.99 and £79.99 respectively.
The player, which is made of stainless steel and chrome, incorporates function buttons in Cream's 'three tear-drop' logo. Brand identity, product and packaging were designed by oakwood dc.
Its launch follows similar moves by rivals including London-based Ministry of Sound, which sells a range of branded products including MP3s, car audio and CD players.