Macy’s Trolls Retail Space with DreamWorks

Trolls-themed product will feature at select outlets with in-store displays and more at Macy’s Herald Square flagship store in New York City.

Macy’s has secured a strategic partnership with DreamWorks Animation. Entertainment-led, the #gethappy fall campaign entails a multifaceted approach around Trolls, the upcoming animated feature film set to premiere in theatres across the United States on 4 November 2016.

Products inspired by the film will span all categories, while the overall push is set to include a slew of consumer activations, alongside Macy’s fashion and holiday events. From mid-September, the retailer will introduce fresh apparel, fashion accessories, housewares, and tech releases.

The brand has also tapped acclaimed designer, Betsey Johnson, an originator of over-the-top fashion, to create the Betsey Johnson xox Trolls collection. Said range will entail jewellery, sleepwear, handbags, and various other accoutrements such as mugs, pins, notebooks, and umbrellas.

The Betsey Johnson XOX Trolls Cupcake Bag.
The Betsey Johnson XOX Trolls Cupcake Bag.

At month-end, Trolls will feature at select outlets nationwide with window and in-store displays, and a visual presentation at Macy’s Herald Square flagship store in New York City. Meanwhile, its bag-shaped sign on the 34th Street corner of the store will feature a hair-raising takeover.

Promotional support will include an advertising push featuring print, outdoor, social, digital, in-store, and online advertising components. The broadcast campaign will see both brands taking to the airwaves in mid-October, when a combination animated and live action television spot debuts.

“This collaboration exemplifies our ability to create unique shopper experiences. We will incorporate Trolls across exclusive apparel, accessories, cosmetics and home, and punctuate the product with visual merchandising, advertising, and more,” said Tim Baxter, Chief Merchandising Officer at Macy’s.