Mini Marilyn Set For China

minimarilyn2The Mini Marilyn brand, launched last summer by ABG – the official licensing arm of Marilyn’s estate – is heading to China, reports the Wall Street Journal.

“Chinese film company DMG Entertainment has struck a deal with brand-development firm Authentic Brands Group LLC to develop projects for Mini Marilyn, a cartoon version of the late American actress. The two companies plan to develop the character for film, merchandise and in forthcoming retail and entertainment projects, said Dan Mintz, DMG’s chief executive and co-founder. He declined to disclose the financial details.

The companies are betting that Mini Marilyn, a cutesy cartoon version of her blonde bombshell image, will strike it big with Chinese audiences the way that characters like Hello Kitty and Mickey Mouse have.

While Marilyn Monroe isn’t a household name in China, Mr. Mintz said most Chinese consumers know ‘Meng Lu,’ Ms. Monroe’s Chinese name, and are familiar with the image of her holding down her white dress in the film The Seven Year Itch.

They also hope Mini Marilyn will have appeal beyond China. ‘This is a global play,’ said Mr. Mintz. ‘When you look at Marilyn and the figure that she is, no one comes close. Everyone knows her.’

DMG hopes Mini Marilyn will pull in women, who are driving the box office in China and in the U.S, said Mr. Mintz. While there’s little data breaking down China’s movie audiences by gender, e-commerce giant Alibaba Group Holding Ltd. said that growth of its online movie tickets is driven by women. In the U.S., 52% of moviegoers are women, according to data from the Motion Picture Association.

Mr. Mintz said Mini Marilyn will come to life in short previews over the next few months and then eventually in feature films, TV shows, short form digital content, video games, mobile apps, music and live venue attractions.”

 

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