DMG Entertainment has launched a new venture, DMG Esports, in partnership with Super League Gaming, reports PR Newswire. Among DMG’s portfolio is Mini Marilyn, the animated character licensed by Monroe’s estate.
“DMG Esports will be integrated across all of DMG’s divisions, including film, gaming, VR, and location-based entertainment, focused on exciting storytelling and touchpoints targeting fans across the world. The investment and partnership with Super League Gaming is the first initiative of a broader overall global strategy for DMG Esports.”
The 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.”
The official licensing wing of Marilyn’s estate, Authentic Brands Group, has announced yet another range of Marilyn-related merchandise, which looks quite sweet although ABG’s commercial ventures so far have been a mixed bag. It also raises issues of whether it is ethical to directly target younger consumers, but then, that is nothing new.
‘Mini Marilyn is targeted to girls, ages 8 to 16, with playful, age-appropriate styles,’ reports License Mag. ‘With her trademark blonde hair and red lips, Mini Marilyn is designed to empower girls to be confident, take risks and dream big…ABG will debut the new brand for the first time at Licensing Expo next week in Las Vegas, Nev. Target categories for the brand include apparel, accessories, tech accessories, toys, mobile apps and virtual goods.’