Glee-inspired jewelry pops up in Claire’s stores

August 30, 2010 by Wendy Goldman Getzler

Twentieth Century Fox Consumer Products and Claire’s are teaming to launch an exclusive Glee-inspired jewelry collection and accessory line for tweens and teens.

The collection features a wide selection of necklaces, bracelets, rings and earrings from H.E.R Accessories. Additional Glee accessories include cosmetics, hats, armwear, legwear, wallets, handbags, stationery, novelty, pillowcases and posters.

The program will launch September 3 with the introduction of three branded Glee pop-up shops in the L.A., Chicago and New York Metropolitan areas. These pop-up shops will be followed by a rollout to more than 1,500 stores across the US, Canada, and Puerto Rico on September 9. Claire’s will support the program with a multi-platform marketing campaign that will include a logo rebranding (transforming its traditional ‘L’ into the iconic index finger and thumb pose featured within the Glee logo) and special online and in-store promotions.

The pop-up shops, designed in partnership with creative agency Chandelier Creative, will replicate the halls of the show’s McKinley High School. 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.

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