Brand Objective:

Develop and implement 10 mall experiences and merchandise stores – fully branded to Disney’s Frozen animated film property – for Taubman Malls (a leading shopping mall operator in the U.S.A with over 300M of annual footfall).

Strategy:

Evolution leveraged its contacts in the industry to plan, source and purchase the hottest licensed products, during a time when Frozen product was extremely scarce in the market. Evolution provided all operational support to deliver the 360 program on time and on budget in cooperation with Taubman’s marketing, operations, and finance teams.

Implementation:

With only 90 days lead-time before the Holiday Season, Evolution set up vendor accounts, purchased product, and shipped the goods to 10 locations from 30+ Disney Licensees across multiple product categories. We tracked and managed all contracts and P.O’s, and oversaw the entire project’s P&L. We collaborated with Taubman to create the final guest experience.

Results:

80% of the product mix sold through at 80% or more generating significant profit margin to Taubman. Guest experience feedback was above that of prior branded experiences. Taubman was very pleased with the operational support provided by Evolution’s team and looks forward to future collaborations.

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