MGM has lifted the lid on its latest campaign, a commemorative celebration of the popular Hollywood film, Legally Blonde as it celebrates its 21st anniversary in 2022.
In honour of the first film’s milestone, MGM’s licensing and consumer products division has launched Legally Blonde Turns 21, a broad campaign featuring merchandising and interactive entertainment focusing on the film’s key tenets of empowerment, education, humour, and pink fashion.
MGM is encouraging fans to celebrate through a wide-ranging roster of blue-chip partners, with 21 licensing partners already on board across the US, Europe, Brazil, Mexico, and Chile spanning apparel, accessories, collectables, interactive entertainment and more.
Some of the licensees to have signed with MGM for the Legally Blonde Turns 21 campaign, include Jerry Leigh of California for costumes and apparel, Park Agencies for apparel and hats, and POetic Brands for pyjamas, loungewear, and apparel. They are joined by Olympia Le Tan for designer bags and clutches, and Solent Brands Limited for home decor, health and beauty, stationery, and cell phone cases.
Meanwhile, Funko is delivering on the collectables space, while PlaySide Studios is readying a mobile game, and TCG Entertainment is rolling out its concert series.
“Legally Blonde continues to inspire fans around the world with its positive messages and confident characters and has led to some incredible pop culture partnerships and products over the years,” said Robert Marick, executive vice president of Global Consumer Products and Experiences.
“We are thrilled to celebrate the 21st anniversary of the iconic film in 2022, and bring our dedicated fans new and exciting merchandise to honor the milestone.”
Over the past two decades, Legally Blonde and the bold and confident Elle Woods have become a part of pop culture, inspiring fashion collaborations, product launches and a first-of-its-kind Legally Blonde themed mobile game from PlaySide Studios.
Later this year, MGM is also set to launch a movie-themed concert tour to celebrate the fun music of this widely loved franchise. Legally Blonde is making its return to the big screen with Mindy Kaling and Dan Goor co-writing the script for the film’s third iteration, Legally Blonde 3, which will see Reese Witherspoon reprise her role as the beloved Elle Woods.