Fox leveraging


With the hit series “Glee” about to launch its second season of Fox, Twentieth Century Fox announced a deal with Claire’s stores to debut an exclusive Glee jewelry and accessories line with the specialty retailer.

The program will kick-off September 3rd with the introduction of three fully-branded Glee pop-up shops in the Los Angeles, Chicago and New York Metropolitan areas. These pop-up shops will be followed by a rollout of the line to over 1,500 stores across the US, Canada, and Puerto Rico on September 9th. Claire’s will support the program with an extensive multi-platform marketing campaign that will include a corporate rebranding and special online and in-store promotions.

In a bold move to support the campaign Claire’s will rebrand its logo, transforming its traditional ‘L’ into the iconic index finger and thumb pose featured within the Glee logo. This new promotional logo will be visible at all Claire’s retail locations throughout North America and also at

“The new Glee season is easily one of the most anticipated entertainment events of the year and this partnership will extend the phenomenon even further for fans,” said Robert Marick, EVP of Fox Consumer Products. “Claire’s has developed an innovative program that will transform the retailer into a primary destination for any ‘Gleek’ out there.”

“The partnership bringing Claire’s and Glee together makes perfect sense and we are so thrilled to be collaborating with Fox Consumer Products on this project. The process of creatively developing the exclusive product collection, as well as the pop-up shops will provide the loyal fans of Claire’s and Glee with the opportunity to fully ‘Gleek’ out from head to toe,” says Gene Kahn, Chief Executive Officer of Claire’s Stores.

The pop-up shops, designed in partnership with leading creative agency, Chandelier Creative, will replicate the halls of the show’s fictional McKinley High School by utilizing multi-dimensional photo mural backdrops of the iconic location as the walls of the store. The largest shop, based in the Glendale Galleria outside of Los Angeles, will host a special premiere party for the Glee Season 2 debut on September 21st. All three locations, including the pop-up shops in Chicago’s Water Tower Place and the Willowbrook Mall in New Jersey will schedule special fan events during the course of the promotion. The Glee pop-up shops will be opened to the public from September 3rd – 26th.

General Growth Properties (GGP), one of the largest mall operators in the US, has also partnered with Claire’s to promote their Glee program in over 200 malls across the country. The program will include a promotional sweepstakes running from September 9th-17th offering one lucky winner a VIP trip to Los Angeles to attend the Glee season 2 premiere screening at the Glendale Galleria.

Claire’s exclusive Glee Jewelry Collection will feature a wide selection of necklaces, bracelets, rings and earrings from H.E.R Accessories. Additional Glee accessories will include cosmetics, hats, armwear, legwear, wallets, handbags, stationery, novelty, pillowcases and posters.

RBR-TVBR observation: We can pretty much guarantee that “Gleeks” lining up for the store openings will get lots of attention on local Fox stations. For that matter, it looks like something that radio stations could jump onto for promotional purposes.