Discovery Consumer Products, the licensing arm of Discovery Communications (DCI), and Uniqlo, a brand of Fast Retailing Co., Ltd., a leading global Japanese retail holding company that designs, manufactures and sells clothing, are collaborating on a brand-new collection of unisex youth t-shirts embodying Discovery Channel’s spirit of curiosity.
This marks the first ever global partnership between Uniqlo and Discovery Consumer Products and will be supported with a comprehensive, worldwide digital marketing campaign, in-store promotion, and cross promotion between the two brands. The t-shirts will be available online at Uniqlo.com and at Uniqlo retail locations in China, Japan, Malaysia, Singapore, Thailand, the U.S. and Europe, beginning this month.
The new collection introduces a line of Discovery Channel-branded unisex youth shirts spanning the genres that spur curiosity like animals, space and dinosaurs.
The marketing campaign supporting the new Discovery Channel collection is tailored specifically to reach a global, family-focused audience. Stop motion videos and animated GIFs also featuring a dance music soundtrack will be distributed on popular social media platforms reaching parents across the world including Facebook, Line in Japan, and WeChat in China.
In Malaysia, Children and adults will be transported and immersed in time, space and story with the latest experiences from Discovery Virtual Reality (VR). DCI will also drive awareness around the line on their platforms and there will be in-store support and promotion on Uniqlo.com.
The Uniqlo Discovery Channel UT will be available in Malaysia on Friday, 17 March from RM39.90.