NEW YORK, Oct. 27, 2011 /PRNewswire/ -- MG Icon, the joint
venture among Iconix Brand Group, Inc., Madonna and Guy Oseary
announce today its spring 2012 marketing initiatives for the
Material Girl™ brand, which is available exclusively at Macy's in
the United States and The Bay in
Canada. The brand's
advertising campaign will take on a new direction for spring by
hosting nationwide casting calls for the next "Lucky Stars" to
appear in the national marketing campaign. The "Lucky Stars" model
search will launch on Wednesday, November
2nd at Macy's Herald Square in New
York and will culminate on November
21st online at www.materialgirlcollection.com.
(Photo: http://photos.prnewswire.com/prnh/20111027/NY95441
)
A celebrity-driven panel of judges, led by current Material Girl
spokesperson Kelly Osbourne, will be
searching the country to find the next Material Girls. "Lucky
Stars" casting calls will be held at five of Macy's flagship
locations in the United States
including:
- Herald Square, New York –
Wednesday, November 2 at 5:00 p.m.
- Dadeland, Miami – Friday, November 4 at 6:00
p.m.
- State Street, Chicago –
Tuesday, November 8 at 5:30 p.m.
- Union Square, San Francisco – Saturday, November 12 at 2:00 p.m.
- Beverly Center, Los Angeles –
Saturday, November 19 at 2:00 p.m.
Madonna and Lola commented, "This is not your standard model
search. It's more about attitude. We are looking for a stylish,
adventurous, creative, free spirit. We're both looking
forward to meeting the ten finalists in New York in December."
"There is a material girl inside of every girl. She is brave and
confident in herself and what she aspires to be," commented
Kelly Osbourne.
"We are excited to be able to engage and interact with our
Material Girl consumers on such a personal level. The Material Girl
brand is symbolic of every girl, every style, encouraging girls to
be true to themselves. We all can't wait to meet the contestants,"
commented Dari Marder, chief marketing officer, Iconix Brand Group.
"The top contestants will have the opportunity to work with Lola at
the photo shoot, be photographed by a fashion photographer, appear
in a national marketing campaign and hopefully create memories for
a lifetime," Marder added.
"The Material Girl casting call is a fun way to reach the
millennial customer who is eager to find new ways to express
herself through fashion and technology," said Martine Reardon, Macy's executive vice president
of marketing. "This unique opportunity allows Material Girl and
Macy's to find the next 'Lucky Stars' among this growing customer
group who will represent the energy and individuality of this
brand."
Material Girl contestants should bring a photograph of
themselves and be prepared to tell the Material Girl judging panel
why they should be the next Material Girl. Contestants can also
upload their photograph to www.materialgirlcollection.com and
explain in 100 words or less why they should be selected as one of
Material Girl's "Lucky Stars."
The judging panel will narrow all entries down to 36, which will
be placed online at www.materialgirlcollection.com to be voted on
by the public, narrowing it down to 10 finalists. The top 10
finalists with the highest votes will be flown to New York City, where Madonna and Lola will
choose the winners and the new faces of Material Girl's spring 2012
campaign.
The "Lucky Stars" winners' ads will debut in fashion and
lifestyle magazines and be part of a digital and outdoor campaign
and in-store Macy's marketing collateral and receive a $5,000 cash prize.
Material Girl is a fast-fashion junior collection inspired and
designed in collaboration with Madonna and her daughter Lola, along
with Iconix Brand Group's in-house fashion department. To stay up
to date with the latest news from Material Girl, follow
@MaterialGirlCol on Twitter and use the hash tag #MGModelSearch.
Become a fan of Material Girl on Facebook at
www.facebook.com/materialgirlcollection
Click here to view a video featuring Madonna and Lola as they
launch the search for Material Girl's "Lucky Stars":
http://youtu.be/UJ5cwjDbwq4
For contest rules and regulations please visit:
http://materialgirlcollection.com/fall_2011/rules.asp
About Iconix Brand Group, Inc: Iconix Brand Group, Inc.
owns, licenses and markets a growing portfolio of consumer brands
including CANDIE'S (R), BONGO (R), BADGLEY
MISCHKA (R), JOE BOXER (R)
RAMPAGE (R) MUDD (R), LONDON FOG
(R), MOSSIMO (R) OCEAN PACIFIC(R), DANSKIN (R) ROCA WEAR(R), CANNON
(R), ROYAL VELVET (R), FIELDCREST (R), CHARISMA (R), STARTER (R)
and WAVERLY (R). In addition,
Iconix owns an interest in the ARTFUL DODGER (R), ED HARDY (R), ECKO (R), MARC ECKO (R), ZOO YORK (R), MATERIAL GIRL(TM)
and PEANUTS (R) brands. The Company licenses its brands to a
network of leading retailers and manufacturers that touch every
major segment of retail distribution from the luxury market to the
mass market in both the U.S. and worldwide. Through its in-house
business development, merchandising, advertising and public
relations departments Iconix manages its brands to drive greater
consumer awareness and equity.
About Macy's: Macy's, the largest retail brand of Macy's,
Inc., delivers fashion and affordable luxury to customers at more
than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer
distinctive assortments including the most desired family of
exclusive and fashion brands for him, her and home. Macy's is known
for such epic events as Macy's 4th of July Fireworks® and the
Macy's Thanksgiving Day Parade®, as
well as spectacular fashion shows, culinary events, flower shows
and celebrity appearances. Building on a 150-year tradition, Macy's
helps strengthen communities by supporting local and national
charities that make a difference in the lives of our customers.
For Macy's media materials, images and contacts, please visit
our online pressroom at www.macys.com/pressroom.
About Madonna: Madonna, a multi-Grammy winning artist,
cultural icon, Rock and Roll Hall of Fame inductee, director,
producer, documentarian, children's book author, video visionary
and humanitarian has sold over 200 million albums in the course of
her unparalleled career in the entertainment business. Her recent
"Sticky and Sweet" Tour was the most successful concert tour by a
solo artist in history.
Contacts:
Iconix
Maria Dolgetta
mdolgetta@iconixbrand.com
212.819.2084
Macy's
Holly Thomas
Holly.Thomas@macys.com
646.429.5250
Madonna
Liz Rosenberg
Liz Rosenberg Media
212.991.4290
SOURCE Iconix Brand Group, Inc.