SPT & fashion firm Claire’s prep YA show amid branded content push

Kristin Patrick (Source: Claire’s / SPT)

Sony Pictures Television (SPT) has struck a deal with fashion accessory firm Claire’s to create a new young adult-targeted show that builds on its branded content push.

SPT’s Kids unit will work with the retailer’s CMedia production division on the unspecified series, which will be accompanied by merchandise and experiences.

Claire’s has been ramping up its branded content over the past two years, having set up its CMedia unit in 2021 and creating the Dear Claire strand of programming.

The company operates more than 2,750 stores around the world and has also pushed into creating experiences in the metaverse.

Kristin Patrick, EVP & chief marketing officer at Claire’s, said the deal with SPT would help it “integrate Claire’s branded programming into the lives of the most pivotal generations of today.”

Patrick added: “We will partner to not only produce highly original programming and IP, but also amplify the brand’s global resonance and expand our consumer interaction through content that is socially immersive and shoppable entertainment.”

Branded content has been tipped to increase its reach over the next 12 months as advertisers look for deeper engagment with customers and producers look for alternative sources of funding amid a spending squeeze by commissioners.