Entertainment Tie-ins / Licensing

Santa Monica, Calif. — Macerich is collaborating with HGTV, a home and lifestyle cable network, to create Santa HQ, an interactive holiday experience, at 10 Macerich malls. The initiative aims to add digital and social media to the traditional holiday experience of visiting Santa.

Maybelline New York is rolling out the welcome wagon for Brazilian supermodel Adriana Lima, who served as global spokesperson once before, from 2003-2009.

Lima rejoins current spokeswomen Christy Turlington, Emily DiDonato, Jourdan Dunn and Marloes Horst.  

New York -- DreamWorks Animation is looking to bring a little bit of Hollywood magic to the nation's shopping malls. The film studio has developed a high-tech Santa Claus  experience, billed as "DreamHouse," that it hopes to roll out to malls for the holidays, with two developers, Forest City and General Growth Properties already buying in, the New York Times reported.
    

Short Hills, N.J. — Visit Machu Picchu in Peru at The Mall at Short Hills this summer. In partnership with PromPeru: The Commission on the Promotion of Peru for Export and Tourism, The Mall at Short Hills will feature Peru-themed promotions from June 13 through July 10.

Highlights include:

An interactive exhibit of Machu Picchu: The centerpiece of the effort is a 20 X 30 ft. exhibit of the fabled Machu Picchu, the Incan citadel named one of the New Seven Wonders of the World in a 2007 international Internet poll.

During the World Cup, Bud Light will donate to the Hispanic Scholarship Fund for each goal scored, up to $250,000. Though Budweiser is the official Beer of the World Cup, 2014 is the first year that Bud Light has been a partner of the month-long event.

"Integrating our sponsorship with education is at the core of our company values,” Bud Light Brand Manager Miguel Nigrinis said. “It's a winning recipe for Latinos that aspire to hold a university degree.”

Michaels has teamed with seven leading North American museums to create Passport to Imagination 2014, a low-cost, in-store summer program where kids ages 5-12 explore culture through crafting.

7UP is working to make the Electric Daisy Carnival Las Vegas an experience for attendees and those who won’t be at the three-day concert that starts on June 20.

At the electric music festival, the beverage brand will be hosting the fourth of seven concerts organized through its #7x7UP social media campaign with Stage 7, which will showcase up-and-coming electric artists all weekend. Most notably, the #7x7UP campaign has featured a partnership with well-known DJ, Tiësto, whose 7UP-sponsored album release party was held on June 17 at Terminal 5 in New York.

New York — H&M will open its largest store to date, a 57,000-sq.-ft. flagship on Manhattan’s Fifth Avenue, on July 17.  The massive, museum-inspired store will carry the fast-fashion’s entire product line-up, including maternity, newborn, special sizes along with childrenswear, men’s and women’s apparel, and cosmetics. It will also feature a home department and in-shop stores for accessories and lingerie.

Swedish clothing retailer H&M will be celebrating the July 17 opening of its museum-inspired Fifth Avenue flagship store with the help of artist Jeff Koons.

The partnership — H&M’s first artist collaboration — will take the form of a handbag that Koons designed in the shape of his famous stainless steel balloon dog sculpture. The handbag will be sold starting July 17 at H7M stores in New York, Dallas, Chicago and Los Angeles.

Staples' secret weapon this back-to-school season looks to be Katy Perry. The retailer recently aligned itself with the pop mega-star who has the potential to influence the shopping behavior of 50 million Twitter followers and 71 million Facebook fans.

Staples said it will be the presenting sponsor of the North American leg of Perry’s Prismatic World tour when it resumes on June 22 in Raleigh, N.C., and also donated $1 million to the DonorsChoose.org charitable organization which helps fund teachers’ and students’ classroom needs.