Entertainment One Licensing has unveiled its plans to expand its teen pop culture property So So Happy, following its acquisition of brand owner Art Impressions last year.
eOne is now building a long-term, multi-platform strategy for So So Happy that will bring the brand to new categories, develop trend-driven style guides and create fresh digital content.
Thirteen two-minute comedy shorts featuring the brand are currently in production due for delivery spring 2015 on social media sites and a new website that will launch at the same time.
The shorts and website are designed to cement the brand’s position among teen audiences.
Further strengthening So So Happy’s U.S. licensing program is a new partnership with Kelly Teegarden Organics for cosmetics and skincare products targeting teens and young adults.
The collection will feature a range of beauty products formulated with certified organic and natural, non-GMO ingredients and will include items such as trending color palettes and lip gloss with an LED light and built-in mirror. The line will be introduced to the market in spring 2015.
“The collaboration with KTO represents the brand’s entrance into the cosmetics market and demonstrates our commitment to the continued growth of the licensing program,” says Cindy Bailey, president, pop culture and lifestyle division, eOne. “Like the So So Happy brand itself, this new cosmetics line is designed to project confidence, empowerment and a free spirit, which is something we’re keen to promote. We want to encourage our customer to make the most of who she is and embrace health and happiness in every aspect of her life.”