PEPSI and ROMWE Take Center Stage With New Collaboration

In a brand licensing partnership brokered by The Joester Loria Group, Pepsi is teaming up with global fast fashion retailer ROMWE for a fashion-forward collection that celebrates Pepsi’s iconic heritage. The Pepsi x ROMWE capsule includes fashion tops, 90’s inspired athleisure pieces, swimwear, accessories, and a selection of home goods featuring iconic Pepsi logos and bold all over prints. ROMWE is the shopping destination for Gen Z consumers looking for fun and unique products at affordable prices. 

The new line has both a vintage and more contemporary vibe and features a variety of Pepsi’s logos and slogans from its archives, all in Pepsi’s iconic red, white and blue color palette. ROMWE is a one-stop shop for all things cool and this new collaboration with Pepsi is no exception. In a nod to Pepsi’s deep heritage in music, the line features a variety of festival and concert ready styles, all available exclusively on Romwe.com.

The launch is supported with a multi-tier digital marketing campaign reaching millions of Pepsi and ROMWE fans through social engagement and a contest held on Instagram. 

Two additional Pepsi capsule collections will follow on ROMWE’s sister site SHEIN early this summer. 

The World of Eric Carle Debuts Latest Graniph Collaboration

The World of Eric Carle’s latest collaboration with Japanese brand Graniph recently launched, continuing a twelve year partnership between the two brands. 

The adorable new collection includes 29 new items for adults, kids and babies that includes tees, dresses, jackets, socks, totes, bibs, aprons and more. To support the new collection, Graniph will have dedicated window and in store displays, as well as a blog story featuring an interview with Mary Mekarnom, creative director of The World of Eric Carle. 

As the global brand licensing agency for The World of Eric Carle, JLG partnered with Cosmo Merchandising, who brokered this brand licensing deal with Graniph. 

The World of Eric Carle Celebrates Very Hungry Caterpillar Day 2022

Every year on March 20th, the first day of spring, people around the world celebrate the beloved and iconic caterpillar from Eric Carle’s classic book. This year’s celebration included a variety of events and partnerships.

As the brand licensing agency for The World of Eric Carle, JLG works in conjunction with Penguin Young Readers to help create brand licensing partnerships that celebrate The Very Hungry Caterpillar on March 20th and all year long. 

To help celebrate the occasion, Penguin Young Readers created a digital picnic party kit that included a coloring card activity, cupcake recipe and topper, a Caterpillar headwrap activity, photo booth props as well as a decorative bunting activity. Several partners helped share and promote the kit.  

Some of the exciting retail and brand partnerships and events included:

• A weeklong partnership between Penguin Young Readers and Gymboree Play & Music, which included a reading of The Very Hungry Caterpillar in all classes along with co-branded social media posts and newsletters.

• Barnes and Noble helped promote co-branded picnic activities across their social media channels. Additionally, the Barnes & Noble Union Square location in New York City featured a projection of the Very Hungry Caterpillar. 

• Town & Country Living offered 15% off all Eric Carle rugs.

• Zulily hosted a Very Hungry Caterpillar flash sale from March 20-22. 

• Little Shop Pins hosted a World of Eric Carle giveaway along with 20% off a bundle of World of Eric Carle products. 

• Out of Print promoted the celebration via their newsletter, social media channels and website. 

• StoryToys created an in-app event that was promoted on the Apple App store and also gave away the book Who Is Here to all of their customers. 

• The Very Hungry Caterpillar Live Show has returned to the Oregon Children's Theatre in Portland, Oregon. 

To help further amplify the celebration, Penguin Young Readers launched an influencer campaign with popular parenting content creators who shared fun activations on both Instagram and TikTok. Participating influencers included @milandthefam (140.6K followers) and @kaelahe_ (62.5K followers).  Popular pregnancy and parenting blog The Baby Chick also launched a fun sweepstakes counting down to Very Hungry Caterpillar Day.

To help teachers and schools celebrate Very Hungry Caterpillar Day, Penguin Young Readers created a spring scavenger hunt, which was sent to more than 130,000 teachers and librarians.