Macy’s and DreamWorks Trolls #gethappy This Fall
Betsey Johnson xox Trolls cupcake purse,
“We can’t wait to kick-off Macy’s hair-raising collaboration with DreamWorks Animation for the launch of the animated feature film Trolls,” said
Tim Baxter, Macy’s chief merchandising officer. “This collaboration truly exemplifies our ability to create unique experiences for Macy’s shoppers as we incorporate Trolls exclusive product across apparel, accessories, cosmetics and home, and punctuate the product with in-store celebrations, visual merchandising, advertising and signature entertainment events. This fall, Macy’s stores will be the hub of Trolls fun and happiness.”
“The world of DreamWorks Animation’s Trolls is a unique and vibrant celebration of color, texture and personality, and Macy’s has done an outstanding job of bringing it to life across categories and signature events,” said
Jim Fielding, DreamWorks Animation. “From the exclusive products to fabulous in-store events and innovative promotional efforts, Macy’s will be at the heart of Trolls happiness this fall. We can’t wait to celebrate with Macy’s shoppers and see them add a little extra sparkle to their lives.”
The Trolls at Macy’s campaign was previewed last week at Macy’s
Betsey Johnson xox Trolls, an exclusive collection inspired by the DreamWorks Animation feature. The show, hosted by E!’s
Giuliana Rancic and
Brad Goreski, featured sensational fashion presentations of the fall season’s must-have looks and musical performances by
Ariana Grande and
Flo Rida. The show aired nationwide on E! last week and is now available to stream at eonline.com.
Beginning in mid-September, Macy’s is offering a vibrant assortment of Trolls-themed product that includes flashy clothing, hair-raising accessories, whimsical housewares, and cheerful tech items. Pajama sets are adorned with hearts, rainbows, and flourishes certain to produce sweet dreams. T-shirts, sweaters and jackets are emblazoned with witty sayings and puns, in addition to fanciful imagery and playful color combinations. The iconic Troll hair finds itself on accessories galore, with bags, shoes, rings, hats, and even pens embellished with the brightly-hued manes. Macy’s has also tapped legendary fashion designer
Betsey Johnson, an originator of the bold, over-the-top, exuberant fashion aesthetic, to create
Betsey Johnson xox Trolls. The larger-than-life collection offers head-to-toe Trolls glamour with flamboyant jewelry, sleepwear, handbags and fabulous accoutrements, including mugs, pins, notebooks, and even umbrellas! The range of apparel and accessories is blissfully cheeky, boasting brilliant colors, dazzling sparkle and fun silhouettes, all rendered beautifully for a collection that will leave fashion lovers smiling with glee.
In late September, the whimsy of DreamWorks’ Trolls will be
showcased at select stores nationwide with playful window and in-store
displays, including a massive visual presentation at Macy’s flagship
Promotional support for Trolls at Macy’s will include a comprehensive advertising campaign featuring print/outdoor, social, digital, in-store and online marketing. From Trolls co-branded shopping bags to an online hub at macys.com/Trolls, where shoppers can browse and shop the Trolls-inspired assortment, get behind-the-scenes content, and more, Macy’s will invite customers to #gethappy this fall via a variety of touch points. The broadcast campaign will see Macy’s and Trolls taking to the airwaves in mid-October, when a combination animated and live action television spot debuts. Helmed by famed music video director
Nigel Dick, the commercial features Macy’s exclusive Trolls-inspired fashions in a lively commercial focused around music and dance.
Macy’s will also bring a special part of beloved Trolls
character, Poppy, to life, producing a
As the frenzy of the film’s release kicks into high gear, Macy’s
associates nationwide will also have the opportunity to #gethappy and
show their Trolls colors as they don colorful wigs and apparel
for Macy’s Trolls day on
Rounding out the over-the-top happiness, Trolls will take to the
Guy Diamond hitching a ride down the streets of
For Macy’s media materials, including images and contacts, please visit our online pressroom at macys.com/pressroom.
About DreamWorks Animation
DreamWorks Feature Animation (DWA) is a division of the
Kung Fu Panda, and How to Train Your Dragon. DWA's 32
feature film releases have generated more than