DMG and ABG plan to create a robust, cinematic world for the character that will serve as the engine for licensing, retail and other brand extensions in China and other key territories.
With her trademark blonde hair, beauty mark and red lips, the Mini Marilyn character is designed to epitomize Hollywood glamor while empowering girls to be confident and take risks.
“Imagined from one of Hollywood’s most enduring legends, Mini Marilyn has an irresistible charm that shares much with her inspiration Marilyn Monroe, including her unique blend of beauty, talent and humor,” says Jamie Salter, chief executive officer and chairman, ABG. “Our partnership with DMG positions Mini Marilyn firmly on the entertainment map worldwide.”
The partners plan to bring Mini Marilyn to life through a portfolio of animated 3D CGI content including feature films,
ABG soft launched Mini Marilyn on Chinese social media during the Lunar New Year holiday in February, in a campaign that received more than 16 million impressions and 300,000 video views.
In conjunction with the Mini Marilyn partnership, DMG has launched its official store on Chinese e-commerce site Taobao and the social platform "WeChat," featuring limited edition Mini Marilyn merchandise.
“Mini Marilyn is more than just a character brand. We are creating a personal relationship through an immersive Mini Marilyn experience for a passionate and eager fan base,” said Dan Mintz, chief executive officer, DMG, at a press event in Beijing Thursday. “Mini Marilyn is a star, a trendsetter and tastemaker. She’ll appeal to the girl who inspires others through her creative pursuits and their developing individuality. She’s an icon of empowerment for the modern world.”
From left to right: Friend of Mini Marilyn; TV actress Huang Xiaolei; Nick Woodhouse, president and chief marketing officer, ABG; Peter Xiao, chairman, DMG; Mini Marilyn; Wu Bing, president, DMG; Dan Mintz, chief executive officer, DMG; pop singer and 2012 Voice of China contestant “Tia” Yuan Yawei; two additional Friends of Mini Marilyn.
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