Disney, ABC Plan New Millennial Brand
Disney Consumer Products, ABC Family and the retailer Wet Seal are planning a new millennial lifestyle brand called Crush by ABC Family that will feature styles inspired by female characters in the network’s most popular shows.
The apparel and accessories line is being designed by long-time DCP licensee, Jerry Leigh, in collaboration with ABC Family stylists and DCP product development teams, and will be available exclusively at Wet Seal.
The initial collection will be unveiled in Wet Seal stores across the U.S. and online this holiday season, with new styles arriving monthly throughout 2014.
“This collaboration further supports DCP’s goal of engaging licensees to deliver unique product experiences tied to the hottest properties on screen,” says Josh Silverman, executive vice president, global franchise licensing and commercialization, DCP. “ABC Family leads the trend setting with what millennials are watching and wanting to wear, and the Crush collection gives viewers the opportunity to wear styles inspired by favorite characters at a retailer they love.”
The first collection this fall will feature fashions inspired by the ABC Family’s series “The Fosters,” “Twisted,” “Switched at Birth” and “Baby Daddy” including styles inspired by:
- Callie from “The Fosters,” a tough girl with a tender heart that will have boho flair featuring earthy colors and bohemian influenced patterns;
- Bay, the street artist from “Switched at Birth,” which will have a darker, edgy palette and silhouettes such as moto-style jackets and brocade print dresses;
- Lacey, the popular and sophisticated fashionista of “Twisted,” will feature a more feminine styling with lace insets and embellishments; and
- Riley, the classic girl-next-door from “Baby Daddy,” will be highlighted by modern florals and prints, paired with casual silhouettes.
“This is a very innovative collaboration, unlike anything Wet Seal has done in the past. The team has worked to craft fashions and marketing programs that will drive exciting buzz around two very well-known brands,” says John D. Goodman, chief executive officer, The Wet Seal. “We know that the Crush by ABC Family collection will directly appeal to our customer, as she will now have access to the closets of her favorite ABC Family characters.”