Claire’s announced on Wednesday a collaboration with Sony Pictures Television – Kids (SPT – Kids) to bring forth a new series tailored for young people for the global marketplace.
The partnership, the first of its kind for Claire’s, aims to expand the brand’s current global platform and create engaging content for its audience. Claire’s extensive reach, which spans an original experience in the Metaverse, over 18 million loyalty members, and a robust e-commerce platform, will be complemented by SPT – Kids’ expertise in developing and distributing content globally.
Claire’s, with over 2,750 stores and franchised locations worldwide, has become a cultural force through its CMedia production studio and original franchises, launched in 2021. This strategic alliance with SPT – Kids, known for its exceptional content creation team distributing kids programming in over 200 countries, signifies a leap into the realm of entertainment content for Claire’s.
“We have an incredible opportunity to leverage Claire’s relevance, impact and equity to build compelling content that appeals to Gen Zalpha. This connection, combined with Sony Pictures Television, a true leader in the industry and expert in the space, will integrate Claire’s branded programming into the lives of the most pivotal generations of today,” said Kristin Patrick, EVP and chief marketing officer of Claire’s.
“In our ongoing dialogue with Gen Zalpha, they have told us they would love to see more content from us, and I am thrilled that we can partner with Sony Pictures Television to create this series to deepen our engagement and express the power of our brand in unique, new ways. We will partner to not only produce highly original programming and IP, but also amplify the brand’s global resonance and expand our consumer interaction through content that is socially immersive and shoppable entertainment.”
Claire’s and SPT – Kids also envision producing merchandise and experiences tied to the series. This move aligns with Claire’s ongoing commitment to offering a meaningful and self-expressive platform for Gen Zalpha.
Joe D’Ambrosia, executive vice president and general manager of Sony Pictures Television — Kids added, “We’re excited to partner with Claire’s, they bring a powerful ‘loved-brand’ legacy and massive loyal following of a highly engaged audience. They also bring a wealth of inspiration to fuel our creativity and the potential of what we can launch to excite this generation through the power of unique and immersive storytelling.”
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