Gorjuss’ Ruby debuts at Avenue Mall, Athens this Easter for series of meet-and-greets and giveaways

Back in 2020, Santoro developed Ruby, the character who started off the global phenomenon that is the Gorjuss brand today. However, two years of lockdowns led to Ruby patiently waiting to make her world debut. Now, in 2022, Santoro are absolutely delighted to announce that after much anticipation, Ruby finally makes her debut with a series of live events at Avenue mall, Athens from 15-23rd April to celebrate this Easter, coordinated and managed by Licensee Bobos Club.

“The upcoming events mark the Company’s first foray into location-based experiences, currently the most in-demand form of brand entertainment, and look forward to exploring this channel of licensing further. This first meet-and-greet event offers Gorjuss fans the rare opportunity to connect with the character beyond the artworks that adorn a wealth of licensed products, bringing to life the brand that has resonated with millions of people worldwide”, says Jo Campbell, General manager of Santoro.

In a celebration of friendship and connection, two intrinsic Gorjuss brand values, the event offers generous giveaways and “alternative communications” activities based around positive emotions such as love, contemplation, thoughtfulness and gratitude. Ruby and her helpers lead the activities and games, encouraging the children and spectators to participate in emulating Ruby’s iconic poses and gestures. Certainly, in the modern era of brand engagement, audiences and consumers are seeking out experiences, pop-ups and physical engagement more-so than ever in order to fully connect with their brands. What’s more, the restrictions imposed throughout the pandemic – mask-wearing, social-distancing and isolating to name a few – have resulted in a world of confusing interactions and muffled words that have lead us to interrogate how we communicate with one another. Gorjuss has always been about expressing quiet sentiment whilst being a vessel for viewers to project their own emotions onto, a quality that has seen the eminent success of the brand, resonating with the public on a very real human level. It is therefore more timely than ever to have a live Gorjuss event, celebrating friendship and focusing on expressive, visual methods of communication in an era when heartfelt interactions and coming together is being so warmly appreciated.

Santoro’s licensees have united in support of the 9 events, donating over 2000 products for giveaways whilst Bobos Club have committed an impressive promotional campaign involving Gorjuss buses, bus stops, posters, radio adverts and teaser trailers to be shared across a variety of Greek channels including Nickelodeon.

“Gradually entering into conditions that remind us more and more of old, normal times, AVENUE Mall were very excited to welcome Ruby from Santoro’s Gorjuss family to come all the way from London! We chose to host Ruby because the Gorjuss girls are unique in their ability to touch the hearts both of children and adults and prove that we can communicate and express our feelings in so many different ways. There’s been a huge collection of wonderful gifts that Ruby has been offering to the children and attendees, this has been the perfect event to celebrate Greek Easter!” says Lila Kalaitzi, Marketing and Communication Director of Avenue.

“The Greek audience loves the girls from Santoro’s Gorjuss – the excitement was huge before the event even started from both younger and older audiences in Greece. It is our honour to host the first worldwide event of Santoro Gorjuss here in Greece,” says Panagiotis Demos, the CEO of Bobos Club.

“Lots of things happened that changed the world in the past two years, the only thing that didn’t change at all, but quite the opposite – actually became strengthened, is our need to communicate with one another. Ruby coming to AVENUE proves that nothing can stop us from communicating with one another through whatever means we each have at our disposal. The event is something that the Bobos Club team has designed and organized very carefully with a lot of love. It’s already been a huge success and an amazing experience for everyone involved”, says Stella Papadopoulou, Marketing Manager of Bobos Club.

Santoro are overjoyed to offer this experience to their loyal fan base and look forward to their future ventures in live events and location-based experiences.