Jewelry and Accessory Lines Debut In National Retail Program with Unique Pop-Up Shops and Extensive Marketing Campaign

CENTURY CITY, CA (August 30, 2010) – In advance of the eagerly anticipated second season of the year’s biggest television hit which garnered 19 Emmy® award nominations, Twentieth Century Fox Consumer Products and Claire’s Stores, Inc. are proud to announce their partnership in the launch of an exclusive GLEE Jewelry Collection and accessory lines. 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 U.S., 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 www.claires.com.

“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,” says Gene Kahn, Chief Executive Officer of Claire’s Stores, Inc. “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.”

The pop-up shops, designed in partnership with leading creative agency, Chandelier Creative, will replicate the excitement found in the halls of the show’s 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 U.S., 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–17h 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.

thanks to Ross for sending!