There is no coincidence that DMG Entertainment and Authentic Brands Group chose Beijing for the global launch of their newest cartoon character.
China, as the economic powerhouse of Asia, its people increasingly obsessed by western brands and imagery, makes the perfect springboard for a cute, blonde cartoon icon.
“Mini-Marilyn is envisioned as the first international brand icon of the 21st Century and a symbol of empowerment for young women around the world,” the two companies said in their launch statement.
DMG and ABG will co-develop the character across a vast cinematic world that will serve as the engine for licensing, retail and other brand opportunities. While the real Marilyn may be long gone, her cartoon likeness will soon grace products like apparel and foods all around the world – and if she catches the imagination of Asians, who knows where else: Japan’s iconic Hello Kitty features in themed hotel rooms and even on commercial airliners – inside and out.
“Mini Marilyn is more than just a character brand. We are creating a personal relationship through an immersive Mini Marilyn experience for a passionate and eager fan base,” said Dan Mintz, DMG CEO during the Beijing press launch.
“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.”
“With her trademark blonde hair, beauty mark, and red lips, Mini Marilyn is the epitome of Hollywood glamor and classic femininity. She empowers modern girls by encouraging them to be confident, to take risks and to always keep reaching for their dreams. Mini Marilyn will come to life for fans through a portfolio of animated 3D CGI content including feature films, TV, short form digital content, video games, mobile apps, music and live venue attractions, as well as through retail and consumer products.”
“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,” explained Jamie Salter, CEO and chairman of ABG.
“Our partnership with DMG positions Mini Marilyn firmly on the entertainment map worldwide.”
Mini Marilyn has already made her debut on Chinese social media with a successful soft-launch seeded during the Lunar New Year holiday. Chinese fans responded to their first look on Sina Weibo and WeChat with “overwhelming excitement and anticipation” the two companies assured media.
A teaser post campaign reached a top spot during the holiday period with more than 16 million impressions; 300,000 video views and 10,000 comments across Chinese social media sites.
As part of the Mini Marilyn launch, DMG is debuting its official flagship store on Chinese e-commerce giant Taobao and social platform WeChat. Limited edition Mini Marilyn branded merchandise is already on sale at the DMG Store on Taobao.
“Marilyn Monroe is one of Hollywood’s greatest legends,” said Wu Bing, president of DMG.
“When I first saw her as a young girl in China, she was glamour, excitement and Hollywood. She continues to have a tremendous impact on people, culture, and style; and on how we think about and view celebrities today. Mini Marilyn embodies Marilyn’s timeless glamour, extraordinary beauty and playful spirit.
“Marilyn’s story has endured; and is very relevant to today’s young women who crave positive role models that inspire and motivate them. Mini Marilyn taps into how today’s audiences connect with the legendary icon and is a vehicle through which we will extend her legacy,” said Wu Bing.
