Teletubbies Connects With Young Adults In NYC

As part of a brand repositioning undertaken to attract teens and young adults in addition to its core audience of preschoolers and parents, television production company Ragdoll Ltd. is opening a pop-up shop on Manhattan’s trendy Bleecker Street on March 28.

The space will feature new Teletubbies apparel and accessories targeted at teens, college students and young professionals. A dj will be on site spinning tunes, and consumers can take spin-and-scratch lessons and cut their own tracks. Kids—and less musical-savvy consumers—can use markers and paint to make art out of LP discs.

“The shop is meant to showcase our apparel, but more importantly, it’s meant to be this immersive destination for young adults to experience the Teletubbies in a way that’s relevant to their lives now,” says Lynn Godfrey, senior marketing director for Ragdoll USA.

The company will launch the pop-up with a media event on March 27. The event will highlight the company’s partnership with designer Isaac Mizrahi, who has created five bags inspired by the Teletubbies. The bags will be auctioned online with proceeds going to two organizations—Cure Autism Now and Autism Speaks. The company has tapped hipster dj-group The MisShapes to provide music at the party.

In addition, the actors who portrayed the Teletubbies when the show first aired in 1997 are donning the original costumes for a Manhattan invasion. From March 26-29, the Teletubbies will hit a variety of New York City locations, including Times Square and Grand Central Terminal, for photo ops with consumers. Agency: Grand Central Marketing, New York City.