Century City, CA—Macy’s and Claire’s Stores are hoping to tune into the demand for all things “Gleek” this fall as the retailers launch merchandise that ties into the hit TV series about a high school glee club.
Last month, Macy’s launched its Glee-themed apparel line from Awake, Inc. that features hoodies, T-shirts, and other exclusive licensed items. To house the collection, Macy’s created creating fully-branded in-store Glee vignettes that allow consumers to access mobile content about the show and its characters.
This week, Claire’s Stores announced it will be launching September 3 three “Glee”-branded pop-up shops in the Los Angeles, Chicago and New York metropolitan areas. The store’s Glee collection will jewelry and accessories including cosmetics, hats, wallets, handbags, stationery, pillowcases and posters. The entire collection will then be rolled out to 1,500 Claire’s stores in North America on September 9.
(Editor’s Note to self-styled Gleeks: Feel free to burst into song anytime now.)
“The process of creatively developing the exclusive product collection with Fox Consumer Products, as well as the pop-up shops will provide the loyal fans of Claire’s and Glee with the opportunity to fully ‘Gleek’ out from head to toe,” says Gene Kahn, ceo of Claire’s.
‘Gleek’ From Head to Toe
The pop-up shops will replicate the halls of the show’s fictional McKinley High School by utilizing multi-dimensional photo mural backdrops as the walls of the store. The largest shop, based in the Glendale Galleria outside of Los Angeles, will host a special premiere party for the Glee Season 2 debut on September 21. All three locations, including the pop-up shops in Chicago’s Water Tower Place and the Willowbrook Mall in New Jersey will schedule special fan events including karaoke during the course of the promotion.
Claire’s also is going as far as rebranding its logo, transforming its traditional ‘L’ into the iconic index finger and thumb pose featured within the “Glee” logo.
The retail tie-ins are just part of a build-up to the start of “Glee”’s second season. Winner of a Golden Globe this year, “Glee” had 19 Emmy nominations but won only two this week: supporting actress for Jane Lynch (as the show’s track-suited villain); and a directing Emmy for the show’s creator, Ryan Murphy.
When the show lost outstanding comedy series to “Modern Family, the Gleeks were so outraged that many are calling for a change in the Emmy Award categories so the musical/comedy show wouldn’t have to compete against traditional sit-coms.
In the latest partnership for the ever-expanding “Glee” marketing efforts, American Express struck a deal with Fox to use original content created by the show’s producers and featuring characters to support the credit card company’s Members Project social action initiative. Starting Wednesday, content will appear on television, online and in movie theaters urging consumers to volunteer or make contributions to charities.
(Editor’s Note: If you don’t know Glee, we’ll hum a few bars to help you catch on…)