retail

IKEA Hires First Children's Illustrator in Residence to Engage Kids

Posted by Shirley Brady on December 19, 2014 10:34 AM

IKEA has a charming idea to enchant kids with the idea of the family meal—hire a kids' book illustrator to spark their imaginations.

The Swedish furniture retailer's UK team tapped artist Sarah Horne as "illustrator-in-residence" in a first for the brand.

Its Wembley store in London invited her in to collaborate with kids on ways to bring fun back to the dinner table—part of the brand's commitment to make every meal a special occasion and enhance the quality of life at home. 

See what happened below.Continue reading...

social marketing

J.Crew Goes Back to Instagram for Design Inspiration—Meet Mayhem, Age 4

Posted by Shirley Brady on December 11, 2014 01:01 PM

J.Crew Instagram Mayhem designer

J.Crew is collaborating on a girls' clothing collection for Spring 2015 with a 4-year-old Instagram star.

"Mayem," as her mom calls her on social media, caught the eye of brand president and creative guru Jenna Lyons with her lookalike Oscar-inspired paper dresses, and had no qualms about taking one of her designs for a twirl in front of the fashion icon, above.

The child, whose real name is being kept private, became a star on her mom Angie's Instagram feed, and admittedly had help from her parents in designing her haute papier fashion creations. But J.Crew's head children's wear designer says Mayhem's upcoming capsule collection is all hers.Continue reading...

chew on this

With Digital Cookie, Girl Scouts USA Takes Online Cookie Sales National

Posted by Sheila Shayon on December 1, 2014 03:48 PM

Girl Scouts, one of the oldest and largest global communities for girls, has completed a tech overhaul that lets its U.S. troops enter the age of e-commerce.

Arguably, “the number one reason that people don’t buy Girl Scout cookies isn’t because they’re not craving a Thin Mint or a Samoa. It’s because they don’t know a Girl Scout,” Fast Company reports. The wait is over: Girl Scouts USA is launching a national online cookie-selling platform.

The Digital Cookie e-commerce program lets scouts set up their own sales pages to take online orders for direct customer-shipping, and uses the existing Girl Scout Cookie Finder app to process orders on mobile devices.Continue reading...

ho-ho-holidays

Penguin Love: It's That Time of the Year for John Lewis, the Store and the Man

Posted by Mark J. Miller on November 6, 2014 01:48 PM

British retailer John Lewis has made headlines for itself since 2006 by putting out an annual short film holiday advertisement to great fanfare. Aside from being a heartwarming, music-driven spot, the ads always noticeably go out of their way to not showcase anything about the department store itself.

The videos have become an annual event of sorts for the department store, an indicator that the holiday shopping season is upon us. This year’s edition, revealed online today ahead of Friday's TV debut in the UK, tells the sweet story of a lad and his lovelorn Monty the penguin, set to British Breakthrough Artist nominee Tom Odell singing John Lennon’s Real Love.

There's also an in-store virtual reality experience, a mobile app, an online game and much, much more.Continue reading...

that's entertainment

Disney, Apple and Google 'Play Nice' With Disney Movies Anywhere Deal

Posted by Shirley Brady on November 4, 2014 11:11 AM

Disney, Apple and Google today announced a landmark partnership in Disney Movies Anywhere, which is now available on Google Play and iTunes in the U.S.

Expanding the platform to Google Play, as the Wall Street Journal puts it, marks "an unprecedented agreement" that sees three of Hollywood and Silicon Valley's finally play nice.Continue reading...

chew on this

Will Kids Take a Bite of Disney's Frozen and Spider-Man Branded Apples?

Posted by Mark J. Miller on October 17, 2014 12:01 PM

Let it go... into your grocery cart.

Apples may not have had anything to do with the plot of last year’s megahit Frozen, but that doesn’t mean the marketing geniuses at Disney don't see the fruit (which got such a bad rap, after all, in Snow White) as an opportunity to continue the momentum and get kids to eat healthier.

Disney, the 13th Best Global Brand (which turned 91 this week), has been on a kick to get kids to eat better since 2006. Since then, more than 4.1 billion servings of Disney-branded fruits and vegetables have been served up, while sales of its branded fruits and vegetables have tripled just in the last two years.

Now comes the latest Disney-branded produce, just in time for holiday baking: bags of apples branded with either characters from Frozen or Spider-Man. Why should grocers stock (and shoppers buy) Spidey apples and Frozen fruit?Continue reading...

creative snack

Live From MIPCOM: Thoughts on Brand Storytelling from LEGO, Disney and Netflix

Posted by brandchannel staff on October 14, 2014 04:04 PM

MIPCOM, the world's entertainment content market, is taking place in France through Thursday, with buyers, producers and Oculus Rift-testers checking out the latest in content and branded programming. A peek at some of the sessions in case you're not fortunate enough to be in Cannes this week, including a chat with Jill Wilfert, Vice President, Global Licensing And Entertainment, Lego Group; Anne Sweeney from Disney; and Ned Sarandos of Netflix.Continue reading...

bc q&a

History in the Making: 5 Questions with A+E's Dan Suratt on HISTORY's Planet H

Posted by Shirley Brady on August 19, 2014 01:33 PM

A+E Networks' HISTORY channel has launched a unique brand extension that taps today's technology to engage kids with the past. Planet H launched  earlier this month with two mobile games that will encourage learning through play.

The games, priced at $2.99 each and available on iOS, Android and Amazon's Kindle Fire platform, are the cable brand's first major attempt to fill a gaping hole in kid-sized historical content. Developed in partnership with RED Games, which has developed apps for other A+E Networks brands, the games allow young users to explore past empires and the American frontier on their mobile device of choice. 

"The idea to bring a younger audience to the HISTORY brand has been kicking around for years, but up until recently there's been nowhere for it to live," Dan Suratt, A+E’s EVP of digital media and brand and content licensing, told Ad Age. "Now we have all of these other platforms and devices that appeal to younger demos like tablets and smartphones that make it easy to reach these demos without making huge financial commitment."

brandchannel Editor-in-Chief Shirley Brady chatted with Suratt to talk Planet H, mobile-first branding and future brand extensions and experiences.Continue reading...

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