Our partnership with ANNIE was formed early in the decision making process for the production. Due to this we were able to develop and get approval on a full line before tickets went on sale. This is the 1st time the overlying rights holders to the production have allowed a new take on ANNIE for merchandise. The design is very modern, for a new age of fans, but still represents the ANNIE brand everyone knows and loves.
To help create excitement for the line, we launched the e-commerce site the same day general tickets went on sale and offered every fan a 15% discount june - august. We promoted this with the show through social media.