HSN has announced a multi-film marketing collaboration with Disney Studios for three of its upcoming films–Maleficent, Cinderella and The Hundred-Foot Journey.
The two-year collaboration will see HSN bring the spirit of each movie to life through products from top designers and brands. This is the first time that Disney Studios has enlisted an omni-channel retailer for a long-term entertainment marketing alliance. The deal follows on similar collaborations with HSN for The Help in 2010 and 2103’s Oz The Great and Powerful.
"HSN curates wonderful collections that speak to the essence of the story and build a real event around the release of our films," says Don Gross, vice president, global promotions, The Walt Disney Studios. "We're excited to collaborate with them again and expand upon these engaging worlds, beginning with Maleficent."
In advance of the release of each film, HSN will create content-driven retail events across all of its platforms–TV, online, social and mobile. The shopping experiences will feature exclusive, curated assortments inspired by or reminiscent of each of the three films.
The first HSN event will take place during the days leading up to the May 30 release of Maleficent, followed by similar events for The Hundred-Foot Journey in August and Cinderella in spring 2015.
HSN's 24-hour programming event for Maleficent will launch on May 27, precluded by a special preview of the collection on HSN.com starting May 7. The collection will feature jewelry, fashion and beauty products from some of HSN's top designers including licensed products from Naeem Khan, Heidi Daus and Amika and collections from Giuliana Rancic, R.J. Graziano, Liz Lange, Jean Dousset, Margaret Rowe, Raven Kaufman and Diane Gilman.
"This long-term collaboration is a testament to the success of our entertainment integration strategy that infuses fun and drives heightened engagement across all of our shopping platforms while driving awareness for our marketing collaborators," says Bill Brand, chief marketing and business development officer, HSN. "We're thrilled to expand our alliance with a world-class brand such as Disney to continually reinvent and reenergize shopping through interactive content and storytelling that captures the spirit of their films."