Coolabi has appointed Gemma as its new strategic partner for the U.K. social expression brand Purple Ronnie.
This summer, Gemma will launch a new-look product range covering greeting cards, wrap, party products and print-on-demand cards.
The move is part of an ongoing update of the brand for a contemporary audience that has also focused on increasing Purple Ronnie’s digital presence.
As part of this initiative, Coolabi recently teamed with online producer Little Dot Studios to launch the new Purple Ronnie YouTube Channel. Targeted to 15- to 30-year-olds, the channel features original animated shorts based on the brand.
“This refreshed creative direction for Purple Ronnie is already attracting a huge following in the digital space, and we are thrilled to be taking the brand to new audiences at retail with the new range of products from Gemma,” says Valerie Fry, director of sales, Coolabi.