Claire’s Gets into Gen Zalpha’s Ears with New Audio Entertainment Deal


Gen Z and Gen Alpha are becoming avid podcast listeners, making them a hot target for media brands and producers. In fact, 30% of Gen Z and 23% of Gen Alpha individuals listen to podcasts every week, according to Edison Research.

To better engage with this growing “Gen Zalpha” listener base, Claire’s is partnering with podcast and audio entertainment production studio Audio Up Media on a series of new scripted audio shows. The partnership will kick off with two original concepts that will include opportunities for merchandise development, publishing and other cross-platform extensions.

Claire’s has been working extensively on expanding its intellectual property (IP) portfolio and becoming a true content production house. The accessories and lifestyle retailer started its own production arm, CMedia; launched a dedicated video series called Dear Claire; and has successfully grown the ShimmerVille brand into a robust universe that includes a digital experience in Roblox, physical products and activations, and possibly even a TV show developed with Sony Pictures Television – Kids.

This new strategic partnership will bring the brand’s vision to the next level by harnessing Audio Up Media’s multi-platform outlets for original programming and tapping into Claire’s highly loyal global audience. “For more than 60 years, Claire’s has been a beloved brand and cultural trendsetter, inspiring self-expression in teens, tweens and young adults,” said Kristin Patrick, EVP and Chief Marketing Officer at Claire’s in a statement. “As we continue to unleash our brand lifestyle, we see an opportunity to build on our power and equity through storytelling. As purveyors of intellectual property across the products in our stores, original content, platforms and experiences, we are continuing to build on the love our Gen Zalpha consumers have for us as a powerful brand force in partnership with Audio Up.”

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