Sony Pictures Television & Claire’s Team for New Series

Sony Pictures Television—Kids and global fashion brand Claire’s have partnered to create a new series for “Gen Zalpha.”

The collaboration will expand on the Claire’s global platform, which includes more than 2,750 stores, an original experience in the metaverse, over 18 million loyalty members and an e-commerce platform. Together with Sony Pictures Television—Kids, Claire’s will explore opportunities for merchandise and experiences tied to the new series.

Claire’s has been transforming into a lifestyle brand with a series of entertainment content over the past few years. CMedia, its exclusive production arm, launched in 2021 and has debuted proprietary content franchises, including Dear Claire.

“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, executive VP and chief marketing officer at Claire’s. “This connection, combined with Sony Pictures Television, a true leader in the industry and expert in the space, 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.”

Joe D’Ambrosia, executive VP and general manager of Sony Pictures Television—Kids, added, “We’re excited to partner with Claire’s; they bring a powerful ‘loved-brand’ legacy and massive loyal following of a highly engaged audience. 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.”