Claire’s Preps Kids’ TV Series as Evolution into ‘Global Fashion Brand’ Continues

Claire’s CMO Kristin Patrick shares the broader vision for ShimmerVille during a session at D2: Advertising Edition at Advertising Week NY
Claire’s CMO Kristin Patrick shares the broader vision for the ShimmerVille brand during a session at D2: Advertising Edition, which was held at Advertising Week NY in October 2023. (Photo courtesy D2)

Claire’s is teaming up with Sony Pictures Television – Kids to develop a new TV series that will expand on the retailer’s ongoing efforts to “build on its brand equity and evolve into a global fashion brand powerhouse.”

This isn’t Claire’s first content play: the company launched a production arm, CMedia, in 2021, which has produced a range of original content, including the episodic video series Dear Claire that debuted during the 2023 back-to-school season.

“We have an incredible opportunity to leverage Claire’s relevance, impact and equity to build compelling content that appeals to ‘Gen Zalpha,’” said Kristin Patrick, EVP and Chief Marketing Officer of Claire’s in a statement. “This connection 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,” Patrick added.


Additional details of the planned series were not shared, but it’s a fair bet that it will be based on ShimmerVille, which began as a Roblox experience in October 2022 and has since evolved into Claire’s first piece of IP. The company already has expanded the ShimmerVille brand into a range of products, and Patrick shared at Advertising Week NY that content would be next, including “broadcast movies, programming around the pets, probably publishing as well.”

It’s also worth noting that Patrick — who has been a driving force in the brand’s efforts to win the eyes, hearts and dollars of Gen Zalpha — is a veteran of entertainment juggernaut The Walt Disney Company. “For many years, Claire’s has been out there supporting every movie, every character property, and so we started to think, ‘Wait a second, we have a massive global footprint, we have 3,000 stores around the world, we have a loyalty program with 18 million members in it that’s only two years old,” said Patrick. We have this captive audience, and honestly, it’s a lot more than some entertainment networks have, right? So, the question became, ‘How do we use that?’”

The answer to that question is becoming clearer. And in a further sign of what’s to come, Claire’s and Sony Pictures also said that they would “explore unique opportunities for merchandise and experiences” tied to the series they are developing.

“We’re excited to partner with Claire’s; they bring a powerful ‘loved-brand’ legacy and massive loyal following of a highly engaged audience,” said Joe D’Ambrosia, EVP and General Manager of Sony Pictures Television — Kids in a statement. “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.”

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