Macy’s aims to have its finger on the pulse of pop culture, so the retailer naturally wanted in on “Trolls.”
A multiplanned initiative, which is timed to coincide with Dreamworks’ release on Nov. 4 of “Trolls,” promises to be Macy’s biggest tie-in to date.
Tim Baxter, Macy’s chief merchandising officer, made the distinction between the original troll dolls — somewhat ugly creatures with scary eyes and upswept neon-colored hair that in 1959 were designed by a Danish woodcutter and became a toy craze throughout the Sixties — and the new generation featured in the film.
“The next generation of trolls are cute,” Baxter said. “What was so appealing to us about this project is that people of all ages have a connection with trolls. We know how excited they are. We also know that this is going to have incredible appeal with kids. It’s a multigenerational moment.
“This is much larger scale than anything we’ve ever done from a merchandising and marketing perspective,” Baxter continued. “We’ll have product across many families of business.”
Baxter revealed that a huge troll presence in kids will bow later this month and continue through the holiday period. “There will be a huge presence in juniors and a big presence in our center core with Betsey Johnson xox Trolls, an exclusive collaboration.”
The collection designed by Johnson offers head-to-toe troll glamor such as flamboyant jewelry, sleepwear, handbags and other Trolls-themed products such as notebooks, pins, stickers, mugs and umbrellas.
“Trolls” cobranded merchandise will be available at macys.com/Trolls.
Dreamworks “Trolls” characters will take over store windows nationwide. The Herald Square flagship in Manhattan will see the Macy’s shopping bag-shaped sign on the building’s exterior on the corner of 34th Street transformed with the rambunctious trolls peeking out from inside the bag.
The “Trolls” advertising campaign will include print, outdoor, social, digital, online and in-store marketing. A television commercial launching in mid-October will feature a combination of live action and animation, Baxter said.
Another element of the promotion is a piece of jewelry inspired by the movie.
“It’s one of the most exciting things we’ve ever done,” said Baxter. “We’ve re-created in fine jewelry Poppy’s celebration crown.” The $750,000 one-of-a-kind piece created by Rare Featuring Gemfields contains 51 carats of Zambian emeralds and 10 carats of diamonds set in 18-karat gold. The crown will be available for purchase by appointment at Macy’s Herald Square and can be viewed online.
Macy’s “Trolls” Day, designated as Saturday, Nov. 5, to celebrate the film’s release, will see sales associates donning colorful wigs and apparel.
There will be sightings of “Trolls” in the sky when a giant balloon bows during the Macy’s Thanksgiving Day Parade on Nov. 24. Poppy, Branch and Guy Diamond will be tethered to the Caterbus traveling down the parade route.
“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’s global head of consumer products. We are in a moment when our customers want to get happy,” he said. “This is going to really transform our stores with bold marketing and products.”