Authentic Brands Group is entering the animation field through Mini Marilyn, a new stylized character.
Derived from Marilyn Monroe, the animated character targets Millennials between ages 17 and 34. Mini Marilyn — with her trademark blonde hair, beauty mark and red lips — will come to life through 3-D and computer-generated imagery set to include feature films, television, short-form digital content, video games and live venue attractions.
This story first appeared in the April 9, 2015 issue of WWD. Subscribe Today.
ABG is codeveloping the animated character and storyline with DMG Entertainment via a long-term strategic partnership. DMG’s cinematic interpretation of Mini Marilyn will provide the foundation for the brand’s content, while ABG will work on the product licensing side.
According to Jamie Salter, chairman and chief executive officer of ABG, the character will “empower young women to be confident, take risks and reach for their dreams.”
Salter said the time was right to introduce the latest creation from AGB, given the popularity of “Frozen” over the past holiday season, and Hello Kitty, and the Cinderella movie that’s in theaters.
While the animated character will be introduced globally today, a full-fledged licensing program will roll out initially across Greater China this fall that will include apparel, accessories, sleepwear, jewelry and beauty categories, according to Salter. DMG is showcasing the brand via a flagship on Chinese e-commerce giant Taobao and social platform WeChat. The products will be available internationally by fall 2016.