Earlier this month, The World of Eric Carle playwear and sleepwear launched at children’s specialty retailer Gymboree’s 600+ stores and on gymboree.com. The collection features unisex, girls and boys styles using graphics from a variety of Eric Carle’s iconic works including The Very Hungry Caterpillar.
To promote the launch, Gymboree launched a multi-platform, integrated marketing campaign. Key elements included:
*Front of store placement, signage, window displays and in-store events which included celebrity mom Molly Sims hosting an event in Gymboree’s Santa Monica location.
*A print ad in Parents magazine.
*Email marketing to Gymboree’s millions of subscribers.
*A direct mail piece distributed to Gymboree’s database of consumers.
*Mall signage also helped promote the line.
*Press and mommy blogger outreach.
*Social media promotion and a free app further educated consumers.
In addition to the apparel and sleepwear, Gymboree will also offer World of Eric Carle plush and books starting this fall and will debut an infant collection featuring more of Eric Carle’s characters for the Spring 2015 season.
The World of Eric Carle’s Gymboree partnership is just the latest brand extension The Joester Loria Group has brokered on behalf of its client. The World of Eric Carle’s licensing program spans a variety of categories including toys, games, apparel, classroom supplies and apps among others.