Discovery Consumer Products, the licensing arm of Discovery Communications (DCI), and Uniqlo, a brand of Fast Retailing, are collaborating on a brand-new collection of unisex youth t-shirts embodying Discovery Channel’s spirit of curiosity.
The new collection introduces a line of Discovery Channel-branded unisex youth shirts spanning the genres that spur curiosity such as animals, space and dinosaurs.
The marketing campaign supporting the new Discovery Channel collection is tailored specifically to reach a global, family-focused audience. Stop motion videos and animated GIFs also featuring a dance music soundtrack will be distributed on popular social media platforms reaching parents across the world including Facebook, Line in Japan, and WeChat in China.
In Malaysia, Children and adults will be transported and immersed in time, space and story with the latest experiences from Discovery Virtual Reality (VR). DCI will also drive awareness around the line on their platforms and there will be in-store support and promotion on Uniqlo.com.
This marks the first ever global partnership between Uniqlo and Discovery Consumer Products and will be supported digital marketing campaign, in-store promotion, and cross promotion between the two brands. The t-shirts will be available online at Uniqlo.com and at Uniqlo retail locations in China, Japan, Malaysia, Singapore, Thailand, the US and Europe, beginning this month.
“Uniqlo is recognised for their out-of-the-box approach to fashion and their highly creative and innovative designs makes them a perfect fit for the adventurous nature of the Discovery Channel brand,” Leigh Anne Brodsky, executive vice president, Discovery Global Enterprises, DCI, said. “Their unique UT approach brings Discovery’s mission of inspiring curiosity that will appeal to girls and boys as well as their parents.”