Claire’s enters audio content partnership
Claire’s Holdings LLC hears a good opportunity to expand its content creation program.
The tween and teen jewelry and accessories brand is forming a strategic collaboration with Audio Up Media, a podcast and audio entertainment production studio. This partnership builds on Claire’s existing efforts to become a content creator via its Claire's Production Studio and original intellectual property (IP) franchises.
The partnership will kick off with two original Claire’s audio entertainment concepts with opportunities for physical extensions across merchandise and publishing, as well as cross-platform extensions tied to the original series.
Other extensions of the retailer's content creation initiative include Shimmerville, an interactive digital world hosted on the Roblox immersive gaming platform. Participating customers can outfit their digital Roblox avatars with jewelry and accessories which are also available for purchase in real life at Claire's brick-and-mortar stores; as well as limited-edition merchandise, one-of-a-kind pets, themed virtual housing, games and activities provided with brand partners.
"For more than 60 years, Claire's has been a beloved brand and cultural trendsetter, inspiring self-expression in teens, tweens and young adults. As we continue to unleash our brand lifestyle, we see an opportunity to build on our power and equity through storytelling," said Kristin Patrick, executive VP and chief marketing officer of Claire's. "As purveyors of intellectual property across the products in our stores, original content, platforms and experiences, we are continuing to build on the love our Gen ‘Zalpha’ consumers have for us as a powerful brand force in partnership with Audio Up."
"Audio Up's proven thesis has long been that audio entertainment is the perfect IP incubator; allowing us to build bespoke entertainment franchises that flywheel from audio to TV, music, books and merchandise,” said Jimmy Jellinek, Audio Up chief creative officer. “With Claire's, we're partnering with a storied brand with tens of millions of fans, a massive digital presence and a robust brick and mortar business; allowing us to put our thesis successfully to work."
Claire's Holdings LLC operates the global brands Claire's and Icing and delivers an omnichannel shopping experience with owned and concession stores throughout North America and Europe, as well as franchise stores in the Middle East and South Africa.