MG Icon, the joint venture between Madonna and Iconix Brand Group, unveiled its spring marketing campaign for the Material Girl brand featuring Kelly Osbourne. Conceived by the Iconix marketing team, the campaign features Osbourne posed against graffiti-covered walls, standing on a bar and on the streets of the East Village.
"Kelly Osbourne plus Madonna plus Lola equals an incredible new marketing campaign for Material Girl,” says Dari Marder, chief marketing officer of Iconix Brand Group. “We are excited to be able to follow up on the successful launch of Material Girl with a fresh new campaign that is a true nod to Madonna's East Village roots, and Kelly fills the role perfectly."
MG Icon recently announced the international expansion of the Material Girl brand with a launch this spring in Canada at The Bay. Currently, the brand is available exclusively at Macy's and macys.com in the U.S.