Sony Pictures Television – Kids has secured a deal with Claire to create a new series for young audiences worldwide.“We’re excited to partner with Claire’s, they bring a powerful ‘loved-brand’ legacy and massive loyal following of a highly engaged audience," Joe D’Ambrosia, Executive Vice President and General Manager of Sony Pictures Television — Kids said. "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.”
This first-time collaboration will expand on Claire’s existing global platform, which includes more than 2,750 stores, franchised locations across the world, an original experience in the Metaverse, more than 18 million loyalty members as well as an eCommerce platform, and leverage SPT – Kids’ best-in-class content creation team, which develops and distributes kids programming in over 200 countries worldwide. Through its CMedia production studio and original franchises, Claire’s is transforming into a brand lifestyle and force of culture with a series of entertainment content. The company will also explore unique opportunities for merchandise and experiences tied to the series.
“We have an incredible opportunity to leverage Claire’s relevance, impact and equity to build compelling content that appeals to Gen Zalpha," Kristin Patrick, EVP and Chief Marketing Officer of Claire’s said. "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."
CMedia, Claire’s exclusive production arm which launched in 2021, houses original content created in the spirit and purpose of the brand. After successfully debuting proprietary content franchises to inspire and connect with today’s generations, including Dear Claire, the brand is continuing its efforts to give a meaningful and self-expressive platform to the voices, interests and perspectives of Gen Zalpha.
“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," Patrick said. "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.”
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,” Joe D’Ambrosia Executive Vice President and General Manager of Sony Pictures Television — Kids