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How retail is going crazy for Clueless

Source takes a look at how the 1990’s pop culture icon is marking its 25th anniversary.

An icon of 90s pop culture and still referenced widely by fashionistas today, it’s been 25 years since Clueless hit the big screen and cemented itself as a milestone of 90s film history.

The brand has partnered with the likes of Primark, H&M, Delta and Smiffys, which have all created a wide range of popular Clueless products, spanning categories such as apparel, accessories, costumes, books and collectables.

There will be a brand-new home entertainment release on Blu-ray and Digital in 2020 to celebrate the anniversary, too.

Mark Kingston, svp, international consumer products at ViacomCBS International Networks, says: “As the brand heads towards its 25th year, there is still time for partners and retailers to contact us about ranges for the anniversary as we continue to build on and expand the lines.”

The property’s longevity is largely down to its timeless coming of age story, along with the rise of mobile video enabling new audiences to tap into the film with bite-size content pieces across a multitude of platforms.

Mark goes on to explain: “Meanwhile, top celebrities through to young influencers and creators regularly drive conversations around the brand on social media and we continue to produce exciting new consumer products ranges for the property that resonate with fans.”

Going forward the plans are to continue to collaborate with partners to create a new assortment of ranges will keep the brand fresh and exciting for new audiences. And key to that is to maintain an active community across social platforms, too.

This feature originally appeared in the spring 2020 edition of Licensing Source Book. To read the full publication, click on this link.

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