March 28, 2022
“We wanted to celebrate the emotional connection with our audience bringing generations together in an innovative way, with an interest shared between parents and their kids,” says Raquel Scherer, general manager, Melissa.
The phygital campaign brings the analog aesthetic – reminiscent of the Care Bears’ first TV run –in combination with graphic digital interventions. Elements from the animated series can be seen in four products tailored for the whole family.
On the Mini Melissa Cloud Sandal + Care Bears for infants, the bears appear as Melflex appliques on the sandal’s strap. The Mini Melissa Cloud Slide + Care Bears for children comes in two versions: models with appliques of the characters or with the little Care Bears’
Following the same color pattern, the extended size adult line consists of the Melissa Beach Slide Next Gen + Care Bears. The insole has detailed imprints of the Care Bears and Melissa’s trademark transparent sole. All shoes have a bio-based EVA insole made of sugar cane. Rounding up the collaboration, the Melissa Keyring + Care Bears are collectible keyrings featuring four Care Bears’ characters.
The 12 Mini Melissa Clubs will also have a gift-with-purchase offer to follow the campaign launch. For purchases over a certain amount, clients will receive a Care Bear print-pattern cup. The offer is valid while supplies last and does not include items on sale.
The collaborative collection is available at Clube Melissa and Mini Melissa stores, the Galeria Melissa São Paulo (Brazil), the brand’s e-commerce platform (
) and multi-brand retailers. Soon, the collection will also be launched for the international market.
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