Sony Pictures – Men In Black
Licensing and Integrations
WMG was tasked with finding the appropriate partner to both integrate into the new Men in Black film (suiting for MIB), as well as create a capsule collection to go to retail.
WMG identified Paul Smith for this program. Not only is the Paul Smith brand integrating product into the film, but Sir Paul will have a cameo as well. WMG structured the deal to guarantee that Paul Smith would dedicate a minimum of 27 of their own retail doors, globally, to launch the collection.
The collection which will launch in tandem with the film, is created purely for fashion’s sake, and has no outright branding for the film on the product beyond hangtags, to showcase the fashion first approach which WMG has instilled in Sony Pictures.
