Macy's reboots Peter Pan story for teen market

Popular US retail destination Macy’s has developed a new teen web series, entitled Wendy, a reworking of the classic Peter Pan story, placing its clothing at the heart of the online drama.

The retail giant has partnered with Alloy Entertainment – the producers of the successful Vampire Diaries TV series - on the digital production, developing a six part series that is chock full of fashionable product placement.

The characters, portrayed by teen heartthrob Tyler Blackburn and Disney actress Meaghan Martin, will wear Macy’s clothing and viewers will be able to shop the various items they see on their idols as the series unfolds.

Macy’s and Alloy have also debuted a music video to help the viral spread of the series and an accompanying sweepstakes competition offers viewers the chance to win a trip to New York and a $1,000 shopping spree with a Macy’s stylist.

Free downloads of the music from the series and additional info on the various outfits –including the retailers Material Girl and American Rag ranges – will be made available via Macy’s Style lab.

It’s an interesting move from Macy’s, building brand entertainment around its product that feels credible even though it is clearly heavily sponsored by the brand. With Vampire lore mined to death for the female tween and teen market, the reboot of Peter Pan, told from the perspective of a lovelorn Lost Boy is a clever move - especially if you’re looking to draw in fashion conscious young women.

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