November 16, 2023
Claire’s is teaming up with Sony Pictures Television – Kids (SPT – Kids), to create a new series for young people for the global marketplace.
Through its CMedia production studio and original franchises, Claire’s is transforming into a brand lifestyle and force of culture with a series of entertainment content. This collaboration will expand on Claire’s existing global platform, which includes more than 2,750 stores, franchised locations worldwide, an original experience in the metaverse, more than 18 million loyalty members as well as an e-commerce platform, and leverage SPT – Kids’ content creation team, which develops and distributes kids programming in over 200 countries worldwide. Claire’s and SPT – Kids will also explore opportunities for merchandise and experiences tied to the series.
CMedia, Claire’s exclusive production arm which launched in 2021, is home to its original content. After debuting proprietary content franchises to connect with today’s generations, including its YouTube series, “Dear Claire,” the brand is continuing its efforts to give a platform to the voices, interests and perspectives of Gen Zalpha.
“We have an incredible opportunity to leverage Claire’s relevance, impact and equity to build compelling content that appeals to Gen Zalpha,” says Kristin Patrick, executive vice president, chief marketing officer, Claire’s. “This connection, combined with Sony Pictures Television, a true leader in the industry and expert in the space, will integrate Claire’s branded programming into the lives of the most pivotal generations of today. In our ongoing dialogue with Gen Zalpha, they have told us they would love to see more content from us, and I am thrilled that we can partner with Sony Pictures Television to create this series to deepen our engagement and express the power of our brand in unique, new ways. We will partner to not only produce highly original programming and IP, but also amplify the brand’s global resonance and expand our consumer interaction through content that is socially immersive and shoppable entertainment.”
“We’re excited to partner with Claire’s; they bring a powerful ‘loved-brand’ legacy and massive loyal following of a highly engaged audience,” says Joe D’Ambrosia, executive vice president, general manager, Sony Pictures Television — Kids. “They also bring a wealth of inspiration to fuel our creativity and the potential of what we can launch to excite this generation through the power of unique and immersive storytelling.”
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