VEGAS 2015: Hasbro readies Jem and the Holograms for comeback - Licensing.biz

VEGAS 2015: Hasbro readies Jem and the Holograms for comeback

Classic 1980s characters given reboot with new film and special edition merchandise collections.
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Thirty years after its debut, Hasbro is hoping that the Jem and the Holograms brand can once again make an impact at retail, revealing a number of new partnerships.

A new film will arrive in October, supported by a global lifestyle programme spanning toys, publishing, fashion and beauty products.

The live-action Universal Pictures film follows four aspiring musicians taking the world by storm when they see that the key to creating your own identity lies in finding your own voice.

A number of special edition themed collections will launch alongside the movie.

Sephora will produce a cosmetic collection which looks to capture the essence of the brand in a four-piece set - eye shadow palette, liquid lip set, florescent lipstick and compact mirror.

Meanwhile, Shopbop will be launching an exclusive collection of apparel, accessories and jewellery, with a special edition Jem and the Holograms legacy doll rounding out the assortment.

Moving on, and Manic Panic will launch four semi-permanent hair dyes; Integrity Toys will be expanding the legacy collection with an all new cast of collectable dolls; and IDW Publishing will continue with the ongoing comic series, introducing the characters as 21st century stars.

"Along with the fun fashion and awesome music, the notion of being true to yourself has always been at the heart of Jem and the Holograms story, and that theme is just as relevant today as it was 30 years ago," said Simon Waters, general manager, SVP of entertainment and licensing at Hasbro.

"Combining the nostalgic pop culture appeal of the brand with a modern vision of Jem and the Holograms, we're thrilled to introduce this brand to a new audience around the world and tell a fresh story that will resonate with fans of all ages."

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