CJ Express – The Powerpuff Girls (Pacific Licensing)
CJ Express, a leading convenience store in Thailand, unveiled its largest-ever The Powerpuff Girls collection, featuring 84 SKUs across fashion, home, and cosmetics categories. Available at 1,300 stores nationwide, the collection quickly captivated fans, with items such as hair accessories that sold out (15,000 pieces) within a week. Their digital campaign delivered exceptional results, including a TikTok initiative with KOL, PR and media releases that garnered over one million views, and organic social media posts drove over 800,000 engagements. Another highlight was the launch event at the flagship store in Silom, featuring a themed room, photo booth, and extensive in-store decoration, offering fans an unforgettable, immersive experience. To amplify reach, a branded Powerpuff Girls truck toured Bangkok and major provinces for a month, serving as a mobile landmark to enhance visibility, engagement, and excitement. This campaign seamlessly blended immersive retail experiences, innovative OOH activations, and impactful digital strategies to deliver remarkable success.
Deichmann SE – Wednesday (WildBrain CPLG)
Deichmann, Europe’s largest shoe retailer, captivated audiences with a collaboration inspired by Netflix’s hit Wednesday. The collection—featuring sneakers, loafers, boots, bags, and apparel for women and kids—celebrated Wednesday Addams’ gothic style, sparking a trend among Gen Z and Gen Alpha. The campaign used a multi-channel strategy, including OV/YT, social media, influencer marketing, SEA, eShop, and in-store promotions at 2,470 locations. A social-first approach, led by TikTok creator Helge Mark (1.4 million followers), maximized reach. A highlight was the Berlin launch event at Musikbrauerei, featuring gothic aesthetics, custom-boot stations, and live performances, generating 285.93 million impressions across TV, streaming, social media, and online articles.
DORS – Wicked (Pacific Licensing)
DORS at Design Orchard, in collaboration with Universal Products & Experiences and Pacific Licensing Studio, brought the enchanting world of Wicked to life with a groundbreaking partnership that fused fashion, beauty, and storytelling. This exclusive initiative celebrated the iconic musical through a curated shopping experience, spotlighting four local designers—Maison Mugen (fine jewelry), Bohème (demi-fine jewelry), Joannalsm (contemporary apparel), and Photo Phactory (apparel and lifestyle products). The partnership also included global brands ALDO and Mattel, alongside local brand Gician, offering 100 unique SKUs of gifts, novelties, and merchandise. From November 15, 2024, to January 3, 2025, the Wicked movie transformed Design Orchard into a magical retail destination. Design Orchard’s house brand enhanced the experience with Wicked-inspired diffusers, gift packaging, and tags. The marketing efforts underscored the success of merging storytelling, artistry, and retail to create an immersive, unforgettable experience.
KOAJ – Iron Maiden (KOPA)
To celebrate Iron Maiden’s return to Colombia after 13 years of absence, fashion retailer Koaj launched an apparel collection inspired by the legendary band. It featured 11 exclusive pieces that included t-shirts and sweatshirts embellished with velvet, puff, and metallic finishes. The standout piece was a black denim jacket inspired by “The Trooper.” Available at over 450 stores, it sold over 36,000 units within weeks—a record for the band in this category. It was the first time in their 50-year career that Maiden had such a wide and pronounced presence at retail. It surprised its loyal fans with a new option and it also introduced Iron Maiden to a younger generation drawn by the aesthetics of their albums and mascot, Eddie. Heavily promoted through in-store communications and social media, it reached over 600,000 total views, 230,000 reproductions, more than 51,000 views per post, and nearly 20,000 interactions.
Miniso – Care Bears (IMG)
The Care Bears x Miniso collaboration redefined retail success, seamlessly blending nostalgia with contemporary design to captivate a global audience. Miniso, known for its affordable, trend-driven products, was the ideal partner to expand Care Bears’ reach, creating an exclusive collection of over 255 SKUs across plush, accessories, and home decor. The collection’s bold, modern aesthetic introduced Care Bears to new international markets, leading to sell out success within days of launch and viral social media engagement that significantly boosted brand visibility. In 2024, Care Bears became Miniso’s second-biggest performing brand globally and number one in North America, reinforcing its commercial strength. A U.K. expansion, supported by in-store activations, POS marketing, and exclusive product drops, continues to drive rapid growth. This strategic retail partnership has set a new benchmark in licensed character merchandising, proving that thoughtful design, strong storytelling, and innovative retail execution create lasting consumer demand.
Miniso – Harry Potter
Miniso is a lifestyle DTR chain with more than 6,000 stores across 107 markets, clocking more than one billion visitors annually. In partnership with Miniso, the Harry Potter collection was launched globally with more than 800 SKUs across home, fashion, toys, and health and beauty. Fans were treated to collections themed on the four houses, Hedwig, Happy Birthday Harry, and Platform 9¾ in an immersive retail experience of store dress-ups and pop-ups across the world. Retail sales have been phenomenal, including in Hong Kong (the single pop-up store in Mongkok was the best ever performing pop-up across international markets, averaging at 1,633 transactions per day), the U.S. (day one sales at Irvine Spectrum were six times more than the average weekday sales), Indonesia (day one sales smashed Miniso’s global record of highest daily sales in a single retail store), and India (Harry Potter is the best-selling franchise since Miniso’s market entrance).
Target – Wicked
Target redefined retail innovation with its Wicked campaign, becoming the ultimate fan destination and proving “There’s no place like Target.” This partnership exceeded expectations across more than 1,900 doors and top market share. Anchored by over 150 exclusives, including first-time collaborations with Stanley (sold out within hours) and an all-family lifestyle collection by the film’s costume designer Paul Tazewell. In-store originality included premium real estate with five front-of-store gateway displays, immersive shop-in-shops that brought Emerald City to life, plus a home endcap, Ulta @ Target feature, and Bullseye’s Playground. A 360-degree marketing campaign garnered more than one billion impressions through paid and earned media, highlighted by a custom ad spot, social content, and a flagship event featuring Cynthia Erivo creating a new catchphrase for the film’s campaign “that’s my line” following Elphaba’s powerful riff. A bespoke content and photoshoot with Paul Tazewell and content creators amplified the collection across press and social. Exceeding sell-through expectations, this campaign set a new standard in retail partnerships, captivating fans and elevating Target as a leader in entertainment retail.
Walmart – Bridgerton
This Valentine’s Day season, Walmart and Netflix’s Bridgerton have teamed up to invite fans and shoppers to celebrate love of all forms with the Bridgerton With Love program. Featuring faux florals, tableware, decor, confections, beauty, and more, the Walmart exclusive collection offers an accessible yet elevated destination for fans to get their hosting and gifting essentials for any Valentine’s celebration. Fans were delighted to find this unexpected collection at Walmart, spanning 30 feet of retail space at the front of over 1,000 Walmart stores. At launch, fans took to social media to tell shoppers to “run, don’t walk” to their nearest Walmart. The program garnered not only viral UGC but also press coverage in Variety, Style Caster, and Shondaland Media. In just the first two weeks, the collection has already achieved a sell-through above expectations and fans continue to share their excitement over the inspired products.
