Proudly Presented By
Adidas – Hot Wheels
Hot Wheels, adidas, and renowned LA-based sneaker designer Sean Wotherspoon teamed up on a colorful, limited-edition collection that includes an amazing Superturf Adventure photochromic shoe (it changes color in the sunlight), slides, a race jacket, tees, shorts, a bucket hat, and reversible tote bag. To compliment this launch, Hot Wheels also launched a special custom Deora II color change die-cast sold on Mattel Creations. PR resulted in over 90 placements, totaling more than 4.6 billion impressions. Top hits included Daily Beast, HighSnobiety, Hypebeast, The Pop Insider, One37PM, AutoEvolution, and more. The HW die-cast car sold out in less than 20 minutes and total retail sales were over $4 million. The shoes and jacket sold out on adidas.com and the app within two weeks. The launch resulted in more than 2 million social impressions.
Bombas – World of Eric Carle/Very Hungry Caterpillar (The Joester Loria Group)
In 2022 the World of Eric Carle collaborated with Bombas to create a new line of socks for both kids and adults. The collection is inspired by the stories of best-selling children’s author Eric Carle, featuring characters from some of the top selling titles including the Very Hungry Caterpillar, Polar Bear, and Very Busy Spider. For every pair of socks purchased from the collection, Bombas donated another pair to someone in need. Additionally, Bombas and World of Eric Carle partnered with Art Start to provide arts and creativity workshops to elementary school-aged children residing in shelters, encouraging them to explore their imaginations through Eric Carle’s unique collage style. The collection, which included a baby five-pack gift set, a youth four-pack gift set, and adult singles and four-pack gift sets, was supported with a social media campaign, media outreach, and influencer seeding, selling out in less than a month.
Calzedonia – Harry Potter
Since 1986, Calzedonia has offered exciting and innovative hosiery trends combining quality, style, and affordable price points to become one of the leading market specialists in the hosiery segment in many territories, with more than 2,100 stores in 53 countries. In September 2022, Calzedonia translated the magical world of Harry Potter into a broad family hosiery range, developing more than 25 SKUs sold all over the world. By a terrific digital and social campaign, we were able to engage Harry Potter fans who went crazy for this collaboration. Most of the products went out of stock after only four days. All Calzedonia points of sale became the perfect destination stores for all Harry Potter fans, offering an amazing immersive experience.
Character.com – Thomas & Friends
The Thomas and Friends and National Autistic Society sensory clothing range was the culmination of an ongoing partnership between Mattel, the National Autistic Society, Blues, and Character.com. The range worked directly with families of autistic children to translate their feedback and preferences into a range available at a mass-market retailer. The collaboration illustrates true purpose-driven fashion, fosters greater connections to the autistic community, and creates an ongoing legacy through 20% of sales being donated to the National Autistic Society. The range was very positively received by parents of autistic children. Across marketing channels there was 1.5 million reach.
Grendene S.A. – Batman
Grendene is an important Brazilian company in the footwear segment and truly believes in the power of licensed products. Every year, due to the competition, they have to innovate, developing new products in order to secure (and increase) their position in the market and to conquer new customers. In order to achieve these goals, they normally use licensed products to be their “main actor/strategy” regarding marketing campaigns, retail executions, and promotions. In 2022, they developed a new Batman sandal and, in order to transform this new collection (three SKUs) into their best seller, they created and developed a unique and exclusive package for the sandals: a real Batcave. By transforming the simple and disposable traditional package into a real Batman toy, they were able to create amazing storytelling with their product (sandal) and the character.
Gucci – Flower Fairies
The Spring/Summer 2022 Gucci Kids Love Parade collection featured a magical Flower Fairies licensed capsule range across childrenswear and accessories. Taking inspiration from the ethereal Fairies and exquisite original artwork by Cicely Mary Barker, the pieces combined a sense of playfulness and whimsy that appealed to children and ignited delightful nostalgia for adults. From a stunning silk lamé dress to a handbag adorned with the Strawberry Fairy, the collection included 32 SKUs and was available globally at Gucci stores, on their website, in concessions, and at luxury retailers. Standout markets included China, UAE, North America, and Italy.
Hot Topic – Wednesday
Wednesday is a coming-of-age story of an outcast that tells us all that it’s ok to be different. It has quickly turned into a supernatural pop culture icon and one of the best Netflix shows in history! At the premiere of the show, MGM Studios and Hot Topic partnered to bring outcasts a collection of eight SKUs that included an oversized hoodie, a white collar long sleeve dress, fashion tops, and accessories. This also included a $49.00 SRP Wednesday’s Mini Backpack, having sold 1,711 units in a single day. It SOLD OUT! It is now backordered until Spring 2023. The backpack video garnered 6.4 million views across TikTok, Instagram, and Facebook! It’s no wonder Wednesday is hating all this popularity!
UGG – Sesame Street
Sesame Street teamed up with UGG to launch a limited edition, nine-SKU infant, toddler, and kids footwear collection. UGG’s cozy icons—the Bixbee, Neumel, and Fluff Yeah—took cues from the much-loved characters Elmo, Cookie Monster, and Big Bird and were equal parts cute and cozy. The collection offers everything kids love about the original styles, including softness, easy entry, and a vibrant color palette.
The collection sold exclusively through UGG.com and Foot Locker in North America, with UGG.com selling out in four hours! UGG’s social posts generated over 2.15 million impressions, and TikToks from customers went viral with videos amassing millions of views.
