“DreamWorks Trolls” take over Macy’s in
celebration of the upcoming animated feature film in theaters on
Friday, Nov. 4
Elements include the exclusive “Betsey Johnson
xox Trolls” collection, a $750,000 crown, a giant balloon in the
90th Anniversary Macy’s Thanksgiving Day Parade® and more
This fall, Macy’s stores nationwide will be the center of
happiness, as the retailer invites customers to #gethappy through a
multifaceted entertainment collaboration with DreamWorks Animation,
celebrating the upcoming animated feature film Trolls. Before
debuting in U.S. theaters on Friday, Nov. 4, Trolls will take over
Macy’s with a host of exclusive and Trolls-inspired products across
all categories, promotional efforts, as well as inclusion within
Macy’s signature national fashion and iconic holiday events, among
other exciting activations that will create magical experiences for
customers.
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DreamWorks Trolls take over Macy’s this
fall; Betsey Johnson xox Trolls cupcake purse, $14, available
exclusively at select Macy’s stores and on macys.com.
“We can’t wait to kick-off Macy’s hair-raising collaboration
with DreamWorks Animation for the launch of the animated feature
film Trolls,” said Tim Baxter, Macy’s chief merchandising officer.
“This collaboration truly exemplifies our ability to create unique
experiences for Macy’s shoppers as we incorporate Trolls exclusive
product across apparel, accessories, cosmetics and home, and
punctuate the product with in-store celebrations, visual
merchandising, advertising and signature entertainment events. This
fall, Macy’s stores will be the hub of Trolls fun and
happiness.”
“The world of DreamWorks Animation’s Trolls is a unique and
vibrant celebration of color, texture and personality, and Macy’s
has done an outstanding job of bringing it to life across
categories and signature events,” said Jim Fielding, DreamWorks
Animation. “From the exclusive products to fabulous in-store events
and innovative promotional efforts, Macy’s will be at the heart of
Trolls happiness this fall. We can’t wait to celebrate with Macy’s
shoppers and see them add a little extra sparkle to their
lives.”
The Trolls at Macy’s campaign was previewed last week at Macy’s
Presents Fashion’s Front Row, the company’s fashion and music
kickoff to New York Fashion Week™. Live from the stage at The
Theater at Madison Square Garden®, Fashion’s Front Row featured the
world premiere of Betsey Johnson xox Trolls, an exclusive
collection inspired by the DreamWorks Animation feature. The show,
hosted by E!’s Giuliana Rancic and Brad Goreski, featured
sensational fashion presentations of the fall season’s must-have
looks and musical performances by Ariana Grande and Flo Rida. The
show aired nationwide on E! last week and is now available to
stream at eonline.com.
Beginning in mid-September, Macy’s is offering a vibrant
assortment of Trolls-themed product that includes flashy clothing,
hair-raising accessories, whimsical housewares, and cheerful tech
items. Pajama sets are adorned with hearts, rainbows, and
flourishes certain to produce sweet dreams. T-shirts, sweaters and
jackets are emblazoned with witty sayings and puns, in addition to
fanciful imagery and playful color combinations. The iconic Troll
hair finds itself on accessories galore, with bags, shoes, rings,
hats, and even pens embellished with the brightly-hued manes.
Macy’s has also tapped legendary fashion designer Betsey Johnson,
an originator of the bold, over-the-top, exuberant fashion
aesthetic, to create Betsey Johnson xox Trolls. The
larger-than-life collection offers head-to-toe Trolls glamour with
flamboyant jewelry, sleepwear, handbags and fabulous accoutrements,
including mugs, pins, notebooks, and even umbrellas! The range of
apparel and accessories is blissfully cheeky, boasting brilliant
colors, dazzling sparkle and fun silhouettes, all rendered
beautifully for a collection that will leave fashion lovers smiling
with glee.
In late September, the whimsy of DreamWorks’ Trolls will be
showcased at select stores nationwide with playful window and
in-store displays, including a massive visual presentation at
Macy’s flagship store at Herald Square in New York City. The iconic
Macy’s bag-shaped sign on the 34th Street corner of the
world-famous department store will feature a hair-raising takeover
by the rambunctious Trolls characters, who will be seen peeking out
from inside the bag, as well as adorning the exterior. This marks
the first time that the signature store sign has been used to
promote a partnership of this kind.
Promotional support for Trolls at Macy’s will include a
comprehensive advertising campaign featuring print/outdoor, social,
digital, in-store and online marketing. From Trolls co-branded
shopping bags to an online hub at macys.com/Trolls, where shoppers
can browse and shop the Trolls-inspired assortment, get
behind-the-scenes content, and more, Macy’s will invite customers
to #gethappy this fall via a variety of touch points. The broadcast
campaign will see Macy’s and Trolls taking to the airwaves in
mid-October, when a combination animated and live action television
spot debuts. Helmed by famed music video director Nigel Dick, the
commercial features Macy’s exclusive Trolls-inspired fashions in a
lively commercial focused around music and dance.
Macy’s will also bring a special part of beloved Trolls
character, Poppy, to life, producing a $750,000 emerald and diamond
replica of her Celebration Crown. The one-of-a-kind piece, created
by Rare Featuring Gemfields, contains 51 carats of Zambian emeralds
and 10 carats of diamonds, all set in 18 karat gold. The crown,
available for purchase by appointment and on view from Oct. 3
through Oct. 16 at Macy’s Herald Square in New York City, captures
the spirit and wonder of the film in a celebration of joy and
happiness. For more information on Poppy’s Celebration Crown, visit
macys.com/trollscrown.
As the frenzy of the film’s release kicks into high gear, Macy’s
associates nationwide will also have the opportunity to #gethappy
and show their Trolls colors as they don colorful wigs and apparel
for Macy’s Trolls day on Saturday, Nov. 5, celebrating the film’s
release weekend.
Rounding out the over-the-top happiness, Trolls will take to the
skies of New York City, as the characters debut a new giant helium
balloon in the 90th Anniversary Macy’s Thanksgiving Day Parade®.
Taking flight in the annual spectacle on Thursday, Nov. 24, the new
Trolls giant balloon will be a multi-character spectacle featuring
Poppy, Branch and Guy Diamond hitching a ride down the streets of
Manhattan on Caterbus. As it makes its way down the route, the
Trolls giant character balloon is sure to delight the more than 3.5
million spectators lining the streets and more than 50 million
viewers tuned in nationwide to NBC-TV for the 90th anniversary
celebration; which airs in all time zones from 9 a.m. – Noon.
About Macy’s
Macy's, the largest retail brand of Macy's, Inc. (NYSE:M),
delivers fashion and affordable luxury to customers at 734
locations in 45 states, the District of Columbia, Puerto Rico and
Guam, as well as to customers in the U.S. and more than 100
international destinations through its leading online store at
macys.com. Via its stores, e-commerce site, mobile and social
platforms, Macy's offers 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. Macy's flagship stores -- including Herald
Square in New York City, Union Square in San Francisco, State
Street in Chicago, and Dadeland in Miami and South Coast Plaza in
southern California -- are known internationally and are leading
destinations for visitors. Building on a more than 150-year
tradition, and with the collective support of customers and
employees, Macy's helps strengthen communities by supporting local
and national charities giving more than $69 million each year to
help make a difference in the lives of our customers.
For Macy’s media materials, including images and contacts,
please visit our online pressroom at macys.com/pressroom.
About DreamWorks Animation
DreamWorks Feature Animation (DWA) is a division of the
Universal Filmed Entertainment Group (UFEG). Its 20-year feature
film heritage includes many beloved characters and animated
franchises, including Shrek, Madagascar, Kung Fu Panda, and How to
Train Your Dragon. DWA's 32 feature film releases have generated
more than $13 billion at the global box office, garnered numerous
awards and fueled a robust consumer products business.
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Macy’s Media RelationsOrlando Veras,
646-429-7450orlando.veras@macys.comorJulie Strider Fukami,
646-429-5213julie.striderfukami@macys.comorDreamWorks AnimationSeth
Fowler, 818-695-3719seth.fowler@dreamworks.com
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