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Barbie x Zara
In anticipation of Warner Bros.’ Barbie, Mattel partnered with Zara to release a well-designed, sophisticated fashion range inspired by the iconic outfits from the movie, including Barbie’s pink gingham dress and Ken’s cowboy outfit. In addition to the apparel, accessories, and homewares collections, Zara locations in New York City and Paris transformed into Dreamhouse -inspired pop-ups lasting until July 30th. Elements of these pop-ups immersed consumers into the toy aspect of Barbie’s world through themed fitting rooms and spinning displays. This range stood out as a well-integrated collection that utilized cues and inspiration from the movie, without solely relying on logos or imagery. In addition, the collection demonstrated how to appeal to an adult market that wanted more subtle products, yet still enabled them to share their love of the brand.
BISSELL – Eggo
American vacuum cleaner and floor care product manufacturer, BISSELL, has partnered with Kellanova to create EggoVac, a one-of-a-kind waffle-inspired robotic vacuum that makes cleaning up almost as simple as making a toasty Eggo waffle. Designed to look exactly like Eggo waffles, the EggoVac utilizes BISSELL’s innovative cleaning technology to tackle the breakfast mess—including everything from crumbs to syrup. This product is a great extension of a popular food brand that was unexpected and aligns with Eggo’s purpose of making breakfast hassle-free.
Lick x Heinz
UK-based paint and wallpaper company Lick partnered with The Kraft Heinz Company to launch the Heinz Tomato Ketchup Red HTK 57 paint. This limited-edition paint dries to the exact color of Heinz Tomato Ketchup for consumers to decorate their walls and furnishings. What makes this product more interesting and integrated is that the color red stimulates a visceral physical reaction, which can subconsciously trigger our appetites. This deal expanded the Heinz Ketchup brand into a new category that also has a scientific rationale that makes this product well-integrated and very unique.
LiQ – Malibu (ASPIRE by WildBrain CPLG)
The iconic coconut rum has expanded for the first time into the ice cream category with Belgian manufacturer LiQ. The Malibu Ice Pralines are “ice cream just for adults,” featuring experimental flavors, premium ingredients, and sustainable packaging. The Ice Pralines combine Malibu’s taste of coconut rum and are infused with high-quality ice-cream with a refreshing pineapple heart wrapped in Belgium chocolate. This product not only features the flavor of Malibu but also uses complimentary flavors, making this a delicious treat for adults to enjoy. The success of the product has also created enough consumer demand for an expanded range coming soon.
oVertone x Franzia
Hair product company oVertone and wine brand Franzia have partnered together to create limited edition coloring conditioner kits. The two temporary conditioners are inspired by the pink hue of Franzia’s favorite Sunset Blush and the bold color of Franzia Chillable Red. This unexpected collaboration expands the Franzia brand into a new category that brings consumers’ love of wine to a whole new level.
Peaky Blinders Live Performances – Immersive Everywhere, Rambert Ballet Company
In 2022, Caryn Mandabach Productions partnered with Immersive Everywhere and Rambert Ballet Company to create two unique Peaky Blinders experiences. Immersive Everywhere’s “Peaky Blinders: The Rise” is set within Camden Market, moments away from the setting for Solomon’s Yard. Fans follow the rise in fortune or Tommy Shelby and his family, featuring iconic locations like the betting shop, Garrison pub, and home of the Solomons gang. Rambert Ballet Company’s “Peaky Blinders – The Redemption of Thomas Shelby,” follows the story of Tommy and Grace following World War I as the first of its kind dance theatre show. Despite the original TV series ending in that same year, Caryn Mandabach Productions has found a new, interactive, and immersive way of engaging consumers and continuing to tell new stories in the Peaky Blinders universe.
Seda & Princess Tiana – Seda
Brazilian hair company Seda launched Seda Juntinhos, a kids’ hair product line inspired by Walt Disney’s Princess Tiana. The product line celebrates textured hair and promoted positive self-esteem for children and the Black community. For the first time, audiences see Princess Tiana letting down her hair in a bespoke animation created by Disney. For the launch, Seda collaborated with Brazilian actor Lázaro Ramos and his daughter Maria Antônia to encourage empowerment for curly hair in its various forms and textures through the concept “One Princess Pulls Another.” Despite Princess Tiana’s movie, The Princess and the Frog, being released in 2009, The Walt Disney Company has continued to use Tiana’s voice to empower the Black community and Black children to embrace who they are.
The Ice Cream Project By Anya Hindmarch
After the incredible success in 2022, British designer Anya Hindmarch brought back The Ice Cream Project to the Village in summer of 2023. Featured flavors and brands include Birds Eye Petits Pois, Blue Dragon Original Sweet Chili, Heinz Tomato Ketchup, Kikkoman Soy Sauce, Kellogg’s Coco Pop, and many more. This eclectic collection of ice cream flavors includes some of Anya Hindmarch’s favorite cult food brands and was inspired by the Anya Brands collection, featuring stylish apparel and accessories featuring these brands and more. This collaboration brought together iconic, popular brands from across the globe into unique ice cream flavors for consumers to enjoy their favorite brands in a new and innovative way.
