Claire’s, in collaboration with Sony Pictures Television – Kids (SPT – Kids), is embarking on the creation of a new global youth series. This strategic alliance, facilitated through Claire’s exclusive production studio, CMedia, signifies Claire’s evolution into a brand lifestyle and cultural force through a series of entertainment content initiatives.
The collaboration aims to build upon Claire’s existing global platform, encompassing more than 2,750 stores and franchised locations worldwide, an original metaverse experience, over 18 million loyalty members, and a robust e-commerce platform. Leveraging SPT – Kids’ extensive content creation team, which operates in over 200 countries, the partnership will explore opportunities for merchandise and experiences linked to the upcoming series.
Established in 2021, CMedia, Claire’s exclusive production arm, serves as the hub for its original content. Having introduced proprietary content franchises such as the YouTube series "Dear Claire," the brand is committed to providing a platform for the voices, interests, and perspectives of Gen Zalpha, further solidifying its position in the evolving landscape of youth-focused entertainment.
Kristin Patrick, Executive VP, CMO, Claire’s said, “We have an incredible opportunity to leverage Claire’s relevance, impact and equity to build compelling content that appeals to Gen Zalpha. This connection, combined with Sony Pictures Television, a true leader in the industry and expert in the space, will integrate Claire’s branded programming into the lives of the most pivotal generations of today. In our ongoing dialogue with Gen Zalpha, they have told us they would love to see more content from us, and I am thrilled that we can partner with Sony Pictures Television to create this series to deepen our engagement and express the power of our brand in unique, new ways. We will partner to not only produce highly original programming and IP, but also amplify the brand’s global resonance and expand our consumer interaction through content that is socially immersive and shoppable entertainment.”
Joe D’Ambrosia, Executive VP, GM, Sony Pictures Television Kids said, “We’re excited to partner with Claire’s; they bring a powerful ‘loved-brand’ legacy and massive loyal following of a highly engaged audience. They also bring a wealth of inspiration to fuel our creativity and the potential of what we can launch to excite this generation through the power of unique and immersive storytelling.”