“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
NEW YORK, NY – September 19, 2016 – 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.
“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 for 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 9a.m. – Noon.
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.
# # #
CONTACTS: Orlando Veras, Macy’s Media Relations
Julie Strider Fukami, Macy’s Media Relations
Seth Fowler, DreamWorks Animation