When the words “Hollywood sex symbol” are uttered, more often than not it’s in conjunction with the name Marilyn Monroe. Now Ms. Monroe is going east in a miniaturized, child-friendly version of the late Hollywood starlet.
DMG Entertainment, out of China, is working with New York’s Authentic Brand Group, who now holds the rights to the Marilyn Monroe brand, to bring Ms. Monroe to new generations in an animated form. Monroe’s likeness won’t just be used frivolously, claim representatives of the entertainment group. The company hopes that Marilyn Monroe’s cartoon image will help to provide a public service. DMG describes Mini Marilyn as “the first international brand icon of the 21st century and a symbol of empowerment for young women around the world.”
Ms. Monroe will be very busy in her Mini Marilyn role. DMG already has plans to use Mini Marilyn in CGI-animated feature films, TV series, video games, mobile apps, live venue attractions, retail and consumer products — just to name a few of the proposed projects. The company sees turning Marilyn Monroe’s cartoon likeness into something akin to Betty Boop, only blonde. After all, gentlemen prefer blondes.
“Mini Marilyn has an irresistible charm that shares much with her inspiration (Marilyn Monroe) including her unique blend of beauty, talent, and humor.”
DMG CEO Dan Mintz promises that Mini Marilyn will be much more than a simple character brand, hoping to allay fears that Ms. Monroe’s likeness and name will be overused, turning the Hollywood star into little more than a marketing ploy.
“We are creating a personal relationship through an immersive Mini Marilyn experience for a passionate and eager fan base. Mini Marilyn is a star, a trendsetter and tastemaker. She’ll appeal to the girl who inspires others through her creative pursuits and their developing individuality – she’s an icon of empowerment for the modern world.”
Mini Marilyn was launched in China earlier this year, which is the majority of DMG’s target customer base. A teaser post for Mini Marilyn produced promising results with 16 million page impressions, 300,000 video views, and 10,000 social media comments. DMG has also released a number of Mini Marilyn products available for purchase.
This isn’t the first time Marilyn Monroe’s “brand” has been used in a marketing ploy. One company recently brought Ms. Monroe back from her eternal rest in the form of a hologram, but issues developed when it was learned that the company was revealed to have proceeded without the knowledge of Authentic Brands.
Marilyn Monroe merchandise is a big business everywhere, but nowhere is she as popular as she is here in the United States. For instance, the first test shot with negative of Ms. Monroe, valued at $3,040, was recently auctioned.