The promotion will encompass a wide range of products, merchandise and events, with a percentage of the sales earmarked for the global breast cancer organisation, Susan G Komen for the Cure. A modern fashion line targeting teen and young adult women, inspired by MGM’s Pink Panther will kick start the initiative.
Also included will be special community building social events in Los Angeles, New York and other locations, as well as cross promotional and advertising campaigns with online and on-air media entertainment sites, including the MGM HD and VOD channels.
At a retail level, in August the XIN Boutique in LA will be transformed into a Pinkitude store by XIN for one month and will feature a year-long Pinkitude Corner afterwards.
“The lifestyle of today’s young women blends fashion, entertainment, media, music and passion into all aspects of their daily life,” said Travis Rutherford, executive VP at MGM Consumer Products. “Pinkitude is the personification of that lifestyle, encompassing a passion for life with fun, fashion and an important message of empowerment regarding women’s health and well being.”