Macy’s and DreamWorks Trolls #gethappy This Fall

“DreamWorks Trolls” take over Macy’s in celebration of the upcoming
animated feature film in theaters on Friday, Nov. 4

Elements include the exclusive “Betsey Johnson xox Trolls”
collection, a $750,000 crown, a giant balloon in the 90
Anniversary Macy’s Thanksgiving Day Parade
® and

NEW YORK–(BUSINESS WIRE)–This fall, Macy’s stores nationwide will be the center of happiness, as
the retailer invites customers to #gethappy through a multifaceted
entertainment collaboration with DreamWorks Animation, celebrating the
upcoming animated feature film Trolls. Before debuting in U.S.
theaters on Friday, Nov. 4, Trolls will take over Macy’s with a
host of exclusive and Trolls-inspired products across all categories,
promotional efforts, as well as inclusion within Macy’s signature
national fashion and iconic holiday events, among other exciting
activations that will create magical experiences for customers.

“We can’t wait to kick-off Macy’s hair-raising collaboration with
DreamWorks Animation for the launch of the animated feature film Trolls,”
said Tim Baxter, Macy’s chief merchandising officer. “This collaboration
truly exemplifies our ability to create unique experiences for Macy’s
shoppers as we incorporate Trolls exclusive product across
apparel, accessories, cosmetics and home, and punctuate the product with
in-store celebrations, visual merchandising, advertising and signature
entertainment events. This fall, Macy’s stores will be the hub of Trolls
fun and happiness.”

“The world of DreamWorks Animation’s Trolls is a unique and
vibrant celebration of color, texture and personality, and Macy’s has
done an outstanding job of bringing it to life across categories and
signature events,” said Jim Fielding, DreamWorks Animation. “From the
exclusive products to fabulous in-store events and innovative
promotional efforts, Macy’s will be at the heart of Trolls
happiness this fall. We can’t wait to celebrate with Macy’s shoppers and
see them add a little extra sparkle to their lives.”

The Trolls at Macy’s campaign was previewed last week at Macy’s
Presents Fashion’s Front Row
, the company’s fashion and music
kickoff to New York Fashion Week. Live from the stage at The
Theater at Madison Square Garden®, Fashion’s Front Row
featured the world premiere of Betsey Johnson xox Trolls, an
exclusive collection inspired by the DreamWorks Animation feature. The
show, hosted by E!’s Giuliana Rancic and Brad Goreski, featured
sensational fashion presentations of the fall season’s must-have looks
and musical performances by Ariana Grande and Flo Rida. The show aired
nationwide on E! last week and is now available to stream at

Beginning in mid-September, Macy’s is offering a vibrant assortment of
Trolls-themed product that includes flashy clothing, hair-raising
accessories, whimsical housewares, and cheerful tech items. Pajama sets
are adorned with hearts, rainbows, and flourishes certain to produce
sweet dreams. T-shirts, sweaters and jackets are emblazoned with witty
sayings and puns, in addition to fanciful imagery and playful color
combinations. The iconic Troll hair finds itself on accessories galore,
with bags, shoes, rings, hats, and even pens embellished with the
brightly-hued manes. Macy’s has also tapped legendary fashion designer
Betsey Johnson, an originator of the bold, over-the-top, exuberant
fashion aesthetic, to create Betsey Johnson xox Trolls. The
larger-than-life collection offers head-to-toe Trolls glamour with
flamboyant jewelry, sleepwear, handbags and fabulous accoutrements,
including mugs, pins, notebooks, and even umbrellas! The range of
apparel and accessories is blissfully cheeky, boasting brilliant colors,
dazzling sparkle and fun silhouettes, all rendered beautifully for a
collection that will leave fashion lovers smiling with glee.

In late September, the whimsy of DreamWorks’ Trolls will be
showcased at select stores nationwide with playful window and in-store
displays, including a massive visual presentation at Macy’s flagship
store at Herald Square in New York City. The iconic Macy’s bag-shaped
sign on the 34th Street corner of the world-famous department
store will feature a hair-raising takeover by the rambunctious Trolls
characters, who will be seen peeking out from inside the bag, as well as
adorning the exterior. This marks the first time that the signature
store sign has been used to promote a partnership of this kind.

Promotional support for Trolls at Macy’s will include a
comprehensive advertising campaign featuring print/outdoor, social,
digital, in-store and online marketing. From Trolls co-branded
shopping bags to an online hub at,
where shoppers can browse and shop the Trolls-inspired
assortment, get behind-the-scenes content, and more, Macy’s will invite
customers to #gethappy this fall via a variety of touch points. The
broadcast campaign will see Macy’s and Trolls taking to the
airwaves in mid-October, when a combination animated and live action
television spot debuts. Helmed by famed music video director Nigel Dick,
the commercial features Macy’s exclusive Trolls-inspired fashions
in a lively commercial focused around music and dance.

Macy’s will also bring a special part of beloved Trolls
character, Poppy, to life, producing a $750,000 emerald and diamond
replica of her Celebration Crown. The one-of-a-kind piece, created by
Rare Featuring Gemfields, contains 51 carats of Zambian emeralds and 10
carats of diamonds, all set in 18 karat gold. The crown, available for
purchase by appointment and on view from Oct. 3 through Oct. 16 at
Macy’s Herald Square in New York City, captures the spirit and wonder of
the film in a celebration of joy and happiness. For more information on
Poppy’s Celebration Crown, visit

As the frenzy of the film’s release kicks into high gear, Macy’s
associates nationwide will also have the opportunity to #gethappy and
show their Trolls colors as they don colorful wigs and apparel
for Macy’s Trolls day on Saturday, Nov. 5, celebrating the film’s
release weekend.

Rounding out the over-the-top happiness, Trolls will take to the
skies of New York City, as the characters debut a new giant helium
balloon in the 90th Anniversary Macy’s Thanksgiving Day Parade®.
Taking flight in the annual spectacle on Thursday, Nov. 24, the new Trolls
giant balloon will be a multi-character spectacle featuring Poppy,
Branch and Guy Diamond hitching a ride down the streets of Manhattan on
Caterbus. As it makes its way down the route, the Trolls giant
character balloon is sure to delight the more than 3.5 million
spectators lining the streets and more than 50 million viewers tuned in
nationwide to NBC-TV for the 90th anniversary celebration;
which airs in all time zones from 9 a.m. – Noon.

About Macy’s

Macy’s, the largest retail brand of Macy’s, Inc. (NYSE:M), delivers
fashion and affordable luxury to customers at 734 locations in 45
states, the District of Columbia, Puerto Rico and Guam, as well as to
customers in the U.S. and more than 100 international destinations
through its leading online store at Via its stores,
e-commerce site, mobile and social platforms, Macy’s offers distinctive
assortments including the most desired family of exclusive and fashion
brands for him, her and home. Macy’s is known for such epic events as
Macy’s 4th of July Fireworks® and the Macy’s Thanksgiving Day
Parade®, as well as spectacular fashion shows, culinary
events, flower shows and celebrity appearances. Macy’s flagship stores
— including Herald Square in New York City, Union Square in San
Francisco, State Street in Chicago, and Dadeland in Miami and South
Coast Plaza in southern California — are known internationally and are
leading destinations for visitors. Building on a more than 150-year
tradition, and with the collective support of customers and employees,
Macy’s helps strengthen communities by supporting local and national
charities giving more than $69 million each year to help make a
difference in the lives of our customers.

For Macy’s media materials, including images and contacts, please visit
our online pressroom at

About DreamWorks Animation

DreamWorks Feature Animation (DWA) is a division of the Universal Filmed
Entertainment Group (UFEG). Its 20-year feature film heritage includes
many beloved characters and animated franchises, including Shrek,
Madagascar, Kung Fu Panda, and How to Train Your Dragon. DWA’s 32
feature film releases have generated more than $13 billion at the global
box office, garnered numerous awards and fueled a robust consumer
products business.


Macy’s Media Relations
Orlando Veras, 646-429-7450
Strider Fukami, 646-429-5213
Seth Fowler, 818-695-3719