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Aéropostale – Cheetos (The Joester Loria Group)
Aéropostale and Cheetos partnered to launch a bold, one-of-a-kind collection of limited-edition apparel and accessories starring everyone’s favorite mascot, Chester Cheetah. The Aero x Cheetos range included 20 unisex items featuring matching tie-dye fleece sets, graphic tees, trendy trucker hats, cozy socks, and more. Launching online and in over 800 Aero stores in the U.S., the range was supported with dedicated windows and eye-catching displays delivering 94% sell-thru in the first two weeks. The Gen Z specialty retailer and the beloved cheesy snack brand kicked off their partnership with an interactive college roadshow during spring break in April. The six-city activation featured a massive mobile claw machine, innovative selfie stations, and tons of prizes and snacks that delivered incredible user-generated content. Aero’s digital campaign generated over 43 million impressions across social media on launch day.
Marina Square, Singapore – tokidoki (Pacific Licensing Studio)
A successful collaboration between tokidoki and Marina Square Singapore, a shopping destination at the Bay. In June 2022, visitors had the opportunity to experience a fun-filled event that was a huge success with over 5,000 attendees.
The event showcased key highlights such as an Instagram-able pop-up display, exclusive gifts, an Instagram filter contest, and exciting activities. Fans were able to collect an exclusive tokidoki badge and take part in the doodle art station, making memories that will last a lifetime. By the third week of the event, retail sales were already at 140% of projected sales. With thousands of hashtags on Instagram, it’s clear that the tokidoki and Marina Square collaboration was a hit with fans and we can’t wait to see what’s in store for the future.
Snipes EU – McDonald’s (The Joester Loria Group)
McDonald’s teamed up with Snipes Europe for a limited-edition collection celebrating their 50th anniversary in Germany. Inspired by the iconic heritage of the world-famous fast-food brand, the men’s and women’s co-branded collection featured retro styles like varsity jackets and bucket hats as well as contemporary streetwear pieces like tracksuits and hoodies. The accessories included custom molded air pod cases in the shape of the McDonalds fry box and a fashionable Sherpa tote bag emblazoned with the renowned golden arches.
Always very active in terms of exclusive releases and collaborations, the German retailer unveiled the McDonald’s Sauce It Up! collection with a robust multi-tier marketing campaign including dynamic in-store displays and activations that delivered over 220 million impressions and exceptional sales results, including 88% sell-thru during the first week with many items selling out within 24 hours!
The Nature Holdings – National Geographic
The Nature Holdings, a Korean licensee managing the retail footprint of National Geographic in Asia Pacific, continued its business expansion last year with 277 outlets generating over $360 million in sales across categories (apparel, accessories, footwear, and camping) and geographies (Korea, Hong Kong, Taiwan, and China). They highlighted innovative and environmentally friendly materials via lifestyle collections positioned as ‘Green Mind, Green Life,’ which featured Regen Seoul and ECOVERO fabrics. They also delivered female audience expansion by partnering with Korean star Dami Kim, who was the face of their Fall/Winter 2022, Back to School 2023, and Spring 2023 campaigns. Aligning with the ethos of National Geographic and keeping exploration at its heart, The Nature Holdings focuses on delivering quality lifestyle products designed for style-conscious consumers.
Toxic – Iron Maiden & Mötley Crüe (KOPA)
Scream for me Mexico City! Those were Iron Maiden’s vocalist Bruce Dickinson’s words in front of over 65,000 fans the night of their concert at Foro Sol. Mexico can rock and no other retailer rocks harder than Toxic!
The licensed capsules, store atmosphere, product display, and marketing campaigns in support of Iron Maiden, Judas Priest, Megadeth, and Mötley Crüe during their visits to the territory are unprecedented. This level of passion and attention to detail deserves to be acknowledged and encouraged. Toxic is truly at the forefront of the music/entertainment category while setting up an example worth following by other licensees in LATAM. Each collection was composed of tees, hoodies, denim jackets, caps, backpacks, and skateboards, and available at 16 brick-and-mortar stores across popular malls, plus nine more pop-up stores. Additionally, there were engaging marketing campaigns on social media. The licensing contract was renewed and widened for a second term.
Vans – Crayola
Crayola and Vans collaborated on a colorful collection of footwear, apparel, and accessories and featured the product in a retail activation in all 2,000 Vans-owned and partner locations. Featuring designs influenced by the classic look of Crayola tools across iconic Vans styles, this collection celebrated creativity and the colorful ways we express ourselves.
The collection included coloring-book style repeat prints from the Vans vault and Crayola classic tool laydowns in vibrant colors. Retail merchandising featured fixtures shaped like life-sized Crayola crayons and Vans classic checkered print drawn in crayon and included a tear-off coloring sheet. The Vans Crayola program featured 40 SKUs and garnered eight figures in wholesale sales. Numerous items sold out in the first two weeks. Insight work conducted after the program confirmed that 55% of kids ages three to nine with an affinity for arts and crafts named Vans their favorite sneaker.
Walmart – Peeps (Brand Activation Consulting)
Walmart hangs with Peeps! Peeps, the most iconic brand of Easter, and Walmart hit new heights in 2022 with 134 licensed products across 11 departments. The anchor feature space in seasonal general merchandise doubled in size in Easter 2022 vs. 2021 with an eight-foot branded in-line section, two dump bins, two sidekicks, and two clip strips. Easter 2022 generated the highest revenues in the Peeps/Walmart program history with over $35 million in retail sales in 10 weeks (growing rapidly YOY since 2017 when the program started with one SKU). From a marketing perspective, BAC, Just Born, and Walmart developed items exclusively for Walmart to generate social media buzz, including a life-size Peeps costumer, which garnered millions of impressions. Additionally, Peeps took over Walamart.com with primary photography placement on the landing page, a seasonal page, and was featured as the navigation images.
