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April 6, 2018
Macy’s and DreamWorks Animation have joined forces to showcase the studio’s upcoming film Trolls through a host of exclusive products, activations and more.
Macy’s will offer an assortment of themed merchandise including pajamas, t-shirts, sweaters, jackets, bags, shoes, rings and hats, among other products. The retailer has also tapped fashion designer Betsey Johnson to create Betsey Johnson xox Trolls, which includes jewelry, sleepwear, handbags, mugs, notebooks, umbrellas and more.
In late September, the film will be highlighted at select stores across the U.S. with window and in-store displays, including a visual presentation at Macy’s flagship store at Herald Square in New York City, which marks the first time the signature store’s sign will be used to promote a partnership of this kind. Further promotional support for the campaign will include a comprehensive advertising campaign featuring print/outdoor, social, digital, in-store and online marketing.
Additionally, characters from the film will debut a new giant helium balloon in the 90th Anniversary Macy’s Thanksgiving Day Parade, Nov. 24.
“We can’t wait to kick off Macy’s hair-raising collaboration with DreamWorks Animation for the launch of the animated feature film Trolls,” says Tim Baxter, chief merchandising officer, Macy’s. “This collaboration truly exemplifies our ability to create unique experiences for Macy’s shoppers as we incorporate Trolls exclusive product across apparel, accessories, cosmetics and home, and punctuate the product with in-store celebrations, visual merchandising, advertising and signature entertainment events. This fall, Macy’s stores will be the hub of Trolls fun and happiness.”
The Trolls at Macy’s campaign was also featured at Macy’s Presents Fashion’s Front Row, the company’s fashion and music kickoff to New York Fashion Week on Sept. 7, with the world premiere of Betsey Johnson xox Trolls.
The new Trolls-inspired products are now available at Macy’s.
Trolls is set to hit U.S. theaters, Nov. 4.
“The world of DreamWorks Animation’s Trolls is a unique and vibrant celebration of color, texture and personality, and Macy’s has done an outstanding job of bringing it to life across categories and signature events,” says Jim Fielding, global head, consumer products, DWA. “From the exclusive products to fabulous in-store events and innovative promotional efforts, Macy’s will be at the heart of Trolls happiness this fall. We can’t wait to celebrate with Macy’s shoppers and see them add a little extra sparkle to their lives.”
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