HSN, Disney Unveil Partnership On ‘Maleficent,’ Other Films

HSN has cooked up another marketing partnership with Disney Studios, this time collaborating on “Maleficent,” “Cinderella” and “The Hundred-Foot Journey,” the home shopping network said Wednesday.

The three-film collaboration, which spans two years, “marks the first time that Disney Studios has enlisted an omni-channel retailer for a comprehensive long-term entertainment marketing alliance. HSN brings the spirit of these movies to life through bold, imaginative products from top designers and brands,” or so the press release said.

Before each film’s release, HSN will create content-driven retail events featuring assortments of products from the network’s fashion, jewelry, beauty and home categories that are inspired by or reminiscent of each of the three films.

The first HSN event will take place during the days leading up to the May 30 release of “Maleficent,” starring Angelina Jolie, followed by similar events for “The Hundred-Foot Journey” in August and “Cinderella” in spring next year.

http://www.hsn.com/content/Maleficent/156?rid=3626&query=maleficent&isSuggested=False&;

“This long-term collaboration is a testament to the success of our entertainment integration strategy that infuses fun and drives heightened engagement across all of our shopping platforms while driving awareness for our marketing collaborators,” said our buddy Bill Brand, HSN’s Chief Marketing and Business Development Officer.

“We’re thrilled to expand our alliance with a world-class brand such as Disney to continually reinvent and re-energize shopping through interactive content and storytelling that captures the spirit of their films.”

Disney got its pitch in, too.

“HSN curates wonderful collections that speak to the essence of the story and build a real event around the release of our films,” said Don Gross, vice president of global promotions for Walt Disney Studios. “We’re excited to collaborate with them again and expand upon these engaging worlds, beginning with Maleficent.”

HSN’s 24-hour programming event for “Maleficent” launches on May 27, with a special preview of the collection on HSN.com starting May 7.

The collection will feature jewelry, fashion and beauty products from some of HSN’s top designers, including licensed products from Naeem Khan, Heidi Daus and Amika and additional collections from Giuliana Rancic, R.J. Graziano, Liz Lange, Jean Dousset, Margaret Rowe, Raven Kaufman and Diane Gilman.

Leading brands such as N by Natori, Clever Carriage, and others will also be a part of the collection as well. Following the May 27 event, HSN will air a series of “Countdown to Maleficent” primetime specials May 28 through May 30.

This initiative follows the successful results of HSN and Disney’s earlier film collaborations for “The Help” in 2010 and last year’s “Oz The Great and Powerful.”

HSN’s collaboration with “Oz The Great and Powerful” featured 400 products from 50 brands and resulted in the best sales of any HSN movie event to date with more than 100 product sell-outs.