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Beijing- and L.A.-based film studio and marketing company DMG is banking on China preferring blondes as it teams up with New York-based Authentic Brands Group to bow Mini Marilyn, an animated version of the late Marilyn Monroe.
Mini Marilyn will be used in a portfolio of animated 3D CGI content including feature films, TV, shortform digital content, video games, mobile apps, music and live venue attractions, as well as through retail and consumer products.
“Mini Marilyn is a star, a trendsetter and tastemaker. She’ll appeal to the girl who inspires others through her creative pursuits and their developing individuality — she’s an icon of empowerment for the modern world,” said Dan Mintz, CEO of DMG, which co-produced Iron Man 3, Transcendence and Looper, at a press event in Beijing.
Jamie Salter, CEO and chairman of ABG, said: “Mini Marilyn has an irresistible charm that shares much with her inspiration, including her unique blend of beauty, talent, and humor.”
ABG brands include Marilyn Monroe, Muhammad Ali, Elvis Presley and Juicy Couture.
Mini Marilyn debuted on Chinese social media with a successful soft-launch seeding during the Lunar New Year holiday, and the groups said the Chinese fans’ responded positively on social media such as Sina Weibo and WeChat.
The teaser post campaign made a 16+ million impression, with 300,000 video views and 10,000 comments across Chinese social media sites.
Last month DMG announced a partnership with the New York-based superhero publisher Valiant Entertainment in a movie, TV, publishing and licensing deal that will culminate in the big-screen debut of Valiant’s characters worldwide.
As part of the Mini Marilyn launch, DMG is debuting its official flagship store on Chinese e-commerce giant Taobao and social platform WeChat.
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