Deichmann launches “Mia and me” shoes – on a grand scale

This year’s spring fashions are personified by elves and unicorns: Germany’s largest shoe retailer is promoting the “Mia and me®” shoe collection in a large-scale promotion campaign. From the beginning of April the “Mia and me®” shoes, manufactured by Leomil N.V., will appear in all of the circa 1,300 Deichmann stores.

The collection is part of the children/sport catalogue which, with a print-run of 16 million, finds its way into German households via popular consumer publications. A TV-spot appears on broadcasting stations appealing to the particular target group, and in corresponding programme environments. In addition, eye-catching advertising material such as ceiling danglers, stand-up displays, as well as shelving signs in the stores, point out the highlight of the campaign: Mia’s friendship-ring comes absolutely free with each pair of “Mia and me®” shoes. Young girls thus not only walk out of the shop wearing their stunning new shoes, but also with a smart ring on their finger. The collection is furthermore supported online at deichmann.com.

The friendship-rings play a primary part in the TV series, which has been successfully broadcast by Germany’s KiKA and ZDF since August 2012: they help Mia and her elf friends in saving Centopia’s unicorns. In Europe’s German-language regions there are meanwhile over 40 licensees on board and many products are already absolute best sellers! Thus for instance over one million books have already been sold through the Egmont labels Balloon and SchneiderBuch. Panini now reports sales of more than 480,000 DVDs and edel kids has already been able to market more than 400,000 copies of the audio-book CD. The fan magazine from Panini has achieved a print-run of up to 96,000 copies sold per month. These are all good reasons for a sequel – the second season is presently in production and will be available from the end of 2014.

“Mia and me®” is a Lucky Punch GmbH production – a joint venture between m4e AG and Gerhard Hahn. The series was co-produced by Rainbow S.r.l. of Italy and Canada’s March Entertainment, as well as by German ZDF Television Network.