China’s DMG Entertainment has teamed up with New York-based Authentic Brands Group to create an animated Marilyn Monroe character which it proposes will be used in film, TV, video games and live venue attractions.
“Mini Marilyn will serve as the engine for licensing, retail and other brand opportunities,” the two companies said in a statement.
“Imagined from one of Hollywood’s most enduring legends, Mini Marilyn has an irresistible charm that shares much with her inspiration (Marilyn Monroe) including her unique blend of beauty, talent, and humor,” said Jamie Salter, CEO and Chairman of ABG. “Our partnership with DMG positions Mini Marilyn firmly on the entertainment map worldwide.”
DMG, which has roots in the advertising industry in China and the U.S., has become a significant film industry player. It co-produced “Iron Man 3” with Walt Disney and Marvel, and co-produced “Looper.”
ABG brands include Muhammad Ali, Elvis Presley, Palm Beach clothing firm Juicy Couture and sports equipment manufacturer Prince.
Mini Marilyn is intended to have major appeal in the Chinese market. The character was given a soft launch on Chinese social media platforms Sina Weibo and WeChat during February’s Lunar New Year holiday. DMG reports that the teaser post campaign enjoyed 16 million impressions, 300,000 video views and 10,000 comments.
As part of the Mini Marilyn launch, DMG is creating a flagship store on Chinese e-commerce giant Taobao and social platform WeChat.