Entertainment One Licensing (eOne) today unveils ambitious plans to expand its teen pop culture property SO SO Happy ahead of Licensing International Expo 2014.
Following last year’s acquisition of Art Impressions, eOne has been building a long term multi-platform strategy for SO SO Happy that will see the brand embark on new licensing categories, develop trend driven style guides and create fresh digital content that will be supported by a comprehensive marketing campaign in the US.
Currently in production are 13 x 2 minute long comedy shorts due for delivery Spring 2015 which will be hosted on social media sites and a new website that is set to launch in Spring 2015. These new initiatives will firmly cement the brand’s position amongst teen audiences and all artwork, content and marketing will reflect the core brand values of happiness, positivity, kindness and anti-bullying that are central to SO SO Happy.
Further strengthening SO SO Happy’s US licensing programme is a new partnership with Kelly Teegarden Organics (KTO). The licensor will collaborate with the pioneering skincare company to launch a new collection of SO SO Happy licensed cosmetics and skincare products targeting teens and young adults.
Kelly Teegarden is a mother and stage III thyroid cancer survivor whose products are renowned for their rigorously researched formulations. The SO SO Happy collection will feature a range of revolutionary cosmetics and beauty products formulated with certified organic and natural, non-GMO ingredients. The products will also pass KTO’s strict compliance standards of no known cancer causing or hormone disrupting ingredients.
“My passion is formulating products that protect your health while enhancing your beauty the natural and organic way,” says Teegarden. “SO SO Happy Cosmetics is a natural fit with KTO as the brand also promotes empowering healthy lifestyle choices.”
The SO SO Happy collection will offer trending palettes and fashion-forward creations like the lip gloss with an LED light and built-in mirror, creating buzz-worthy products that reflect the mantra of both companies.
“The collaboration with KTO represents the brand’s entrance into the cosmetics market and demonstrates our commitment to the continued growth of the licensing programme,” says Cindy Bailey, President of Entertainment One’s Pop Culture and Lifestyle Division. “Like the SO SO Happy brand itself, this new cosmetics line is designed to project confidence, empowerment, and a free spirit, which is something we’re keen to promote. We want to encourage our customer to make the most of who she is and embrace health and happiness in every aspect of her life.”
The SO SO Happy cosmetics and skin care line will be introduced to the market in Spring 2015. Plans for distribution to specialty shops, boutiques, and better department stores are set for Spring 2015. All products are manufactured in the U.S.