Headlines

Macy’s Teams with 'Trolls' Movie

Exclusive collections, merchandise, marketing

Published

8 years ago

September 22, 2016

Macy’s (Cincinnati) has partnered with Dreamworks (Glendale, Calif.) to feature the upcoming film “Trolls” in stores with special merchandising and marketing efforts.

The film, slated to release on Nov. 4, will be the retailer’s biggest tie-in to date, reports Women’s Wear Daily. The retailer will incorporate Trolls-inspired and Trolls cobranded pieces starting in its children’s and juniors departments, where it will debut an exclusive collaboration, Betsey Johnson xox Trolls. It is also bringing to life one of the character’s crowns with a $750,000 piece, decorated with emeralds and diamonds and set in 18-karat gold.

Macy’s will celebrate the launch on Nov. 5 as Macy’s “Trolls” day, when sales associates will wear colorful wigs and apparel to kick the event off. At the retailer’s New York flagship in Herald Square, the exterior sign shaped like a shopping bag will be updated to include trolls peeking out from inside the bag.

MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design