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RL GANG, PART TWO: Ralph Lauren’s favorite school class — dressed impeccably in his new childrens wear offerings — is back for spring. “The RL Gang: A Magically Magnificent School Adventure,” a shoppable online storybook, is launching Thursday at RalphLauren.com/RLGang and Bloomingdales.com/RLGang, and Uma Thurman served as narrator this time.
The second edition also comes with a contest to find a child to appear in a future installment. Parents in the U.S. and U.K. can upload a photo of their child on Lauren’s Facebook page for people to vote on — adding interactive elements to the project — and the winning child will be flown to New York for the shoot. “By delivering a best-in-class virtual shopping experience to both parents and their children, our customers can discover their style in a way that is engaging, informative and entertaining,” David Lauren, executive vice president of advertising, marketing and corporate communications, said. The book has kids welcoming a new girl, Elle, into their fold, whom they take on an adventure. Viewers can click on the items to purchase them on RalphLauren.com/RLGang, Bloomingdales.com/RLGang and TheBay.com/RLGang, For the first months on its site, Polo will donate 15 percent of sales to Room to Grow, “an organization that is very dear to my heart,” Thurman said. “I love being able to help another mother who has the same aspirations for her children as I do, but simply does not have the resources.” A $16.95 print version of the book is available at Tikatok.com and Ralph Lauren boutiques.
This story first appeared in the March 3, 2011 issue of WWD. Subscribe Today.