Global IP content company SAMG Entertainment (CEO Kim Suhun, hereafter referred to as SAMG Entertainment) announced on July 14 that it will launch collaboration merchandise (collab MD) through an IP collaboration between its flagship IP "Catch! Teenieping" and SM Entertainment's (hereafter referred to as SM) new girl group "Hearts2Hearts."
To coincide with the launch of the collab MD, a special space featuring the collaboration characters will be set up inside the Kwangya@Seoul store for two weeks, from July 14 to July 27. The space will be open daily from 10:30 a.m. to 8:00 p.m., and the same products will also be available on the online platform "SMTOWN &STORE." At both Kwangya@Seoul and SMTOWN &STORE, customers who purchase 50,000 won or more, including a 10cm DOLL, will receive a limited edition Hearts2Hearts photocard at random as part of an exclusive event.
Kwangya@Seoul will feature various wall art and photo zones reflecting the Teenieping X Hearts2Hearts collaboration character concept. The collab MD lineup includes random figures (9 types), figure keyrings, plush keyrings, tin badges, photocards, stickers, and photocard phone straps.
Starting July 21, the collab MD will also be gradually released through KakaoTalk Gift, Emotion Castle Store, GS25 (via the Our Neighborhood GS app, GS Gangnam Branch, Incheon Airport T1 West, T2 Departures, etc.), as well as major supermarkets such as Emart, Lotte Mart, and Homeplus.
The two companies explained that this "Teenieping X Hearts2Hearts" collaboration is more than just a product launch; it marks the beginning of a diverse partnership based on the OSMU (One Source Multi Use) business model. They also announced plans to release additional collaborative content featuring "Teenieping X Hearts2Hearts" through both companies' social media channels.
A SAMG Entertainment representative stated, "This collaboration, which combines the universes of animation IP and human IP, will set a new standard in the K-content sector. Going forward, we will maximize the value of Korean content by sharing each other's fandoms and expanding globally."
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