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News WWW.LICENSEGLOBAL.COM MAY 2019 3 Story's Colorful Pact with Macy's Mattel Signs Kid Skateboarder for Polly Pocket Story at Macy's celebrated the launch of 36 locations across the U.S. last month with a grand opening at the retailer's fl agship store in Herald Square, New York. Story began as a curated shopping experience and changed its theme every couple of months–including product. The inspiration for Story comes from its founder Rachel Shechtman, who wanted to create a retail space that shoppers would like to spend time in. With that in mind, Shechtman sought to create a store where shoppers could take a yoga class while discovering a new product from a small busi- ness under one roof. In the seven years of Story, the company's theme has changed more than 40 times, it has worked with more than 5,000 diff erent small businesses and hosted more than 500 events ranging from book panels to a trunkshow by artist Iris Apfel. In April 2018, Story offi cially joined Macy's and has been hosting an array of classes curating Story's products in cities across the country. The April 10 launch was done in a rather vibrant fashion via Story's part- nerships with Crayola, MAC Cosmetics and Levi's Kids. Stepping into the Story at Macy's shop on the second-fl oor mezzanine was like entering a rainbow fi lled with product that would make even the most dyed-in-the- (black)-wool New Yorker revel in all the color. Story at Macy's in Herald Square is 7,500-square-feet with 110 vendors represented in the space. The store within the fl agship location is larger than other Story locations, which average at 1,500-square-feet and 70 vendors. Part of Story's appeal is reaching multiple generations. Children will want to explore the area and spend time at the Crayola bench drawing their latest masterpiece for their parents, who will like Story not just for its kid-friendly atmosphere, but also for its selections of products at reason- able price points. Some of the activations include exclusive back-to-school fashions by Levi's Kids. Crayola and Levi's Kids have collaborated for a "create-it-your- self" station, where kids can decorate their Levi's denim jackets and t-shirts with Crayola patches at Story. At Story at Macy's, playtime isn't just for kids. MAC Cosmetics has a make-your-own palette station and will host beauty classes with makeup artists. A make-your-own-bag station at the Herald Square location encourages shoppers to bring their own creativity and personalize their own product. Jeff Gennette, chairman and chief executive offi cer, Macy's, spoke on the many reasons Macy's paired with Story. There were specifi c touch- points made by Story, like attracting new partners and making the retail experience fun, that has sparked excitement within the company. "We're inspired, and it's a really good start," says Gennette. Mattel has named 10-year-old skateboarder Sky Brown as global brand ambassa- dor for the Polly Pocket line of mini-sized dolls. Brown was one of the youngest girls to ever compete and win a medal at a profes- sional skateboarding competition. Her yearlong partnership with Mattel will include content creation for digital and social channels, as well as the launch of a single special-edition Polly Pocket play set that features Brown's likeness. "I want to inspire girls around the world to chase their dreams no matter what," says Brown. "When the Polly Pocket brand told me their messaging was 'tiny is mighty,' I felt that they were describing me. I want girls to feel like they can just get out there and crush it, no matter what anyone else says." The new partnership continues the relaunch campaign of the Polly Pocket brand. Mattel's line was offi cially reintroduced to consumers in 2018, nearly 30 years after its original market debut. INSIGHT, DEALS AND MORE

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