LicensingSource chats to MGM’s Robert Marick on how the values in Legally Blonde still resonate some 21 years later.
First released in 2001, Legally Blonde quickly became something of a pop culture phenomenon, leading to a series of films – Legally Blonde 2: Red, White and Blonde in 2003 and a 2009 direct to DVD spin off, Legally Blondes.
The first two movies grossed $266 million at the global box office. In addition, Legally Blonde: The Musical premiered in 2007 in San Francisco, opening in New York later that year. Legally Blonde 3 is planned for release next year, with Reese Witherspoon reprising her role as Elle Woods.
“The Legally Blonde Turns 21 licensing celebration is built around the movie’s key tenets – empowerment, education, humour and pink fashion, of course,” says Robert Marick, evp global consumer products and experiences at MGM. “We have some exciting licensees on board, such as Olympia Le Tan, Park Agencies and Funko and will also be launching a movie-themed concert tour later this year to celebrate the fun music of this widely loved franchise.”
In addition, the first ever Legally Blonde mobile game will launch this year, combining puzzle and choice-based narrative mechanics with the empowering themes and positive messages of the films.
“There is also a brand new style guide featuring special artwork and anniversary logo branding for licensees to draw inspiration from during the milestone year,” adds Robert. “Elle Woods has become a symbol of women’s empowerment and hope. She is a pop culture and style icon and one of the most quotable movie characters of all time. Those values will always resonate with audiences, young and old, and provide a real feelgood factor.”