Friday, February 10th, 2012
In an effort to target the young girls market, Ford has launched the Pony Girl for Mustang?an auto-inspired lifestyle aimed at teenage girls.
According to Zandl Group, the Mustang is the most desired auto for the female demographic at the age 8-16. The program will introduce branded products for two groups: One aimed at tweens (8-12) and the other at older girls (13-16).
The main categories being explored are apparel, accessories, home decor, stationery, jewelry, cosmetics and back-to-school partners.
Brandweek?s Becky Ebenkamp describes the program: ?A colorful style guide pairs Mustang?s iconic galloping pony silhouette with other girly icons, such as butterflies, flowers and stars.
Aspirational taglines including ?Untamed Heart,? ?Run Free,? ?A Pony is Forever? and ?Let Loose? are offered for declarations on T-shirts and such in playful, vintage-inspired fonts. Depending on the category, products will hit the market in either late 2009 or early 2010.?
Ford and Beanstalk, the auto makers? licensing agency, will meet with retailers and chain specialty stores to discuss distribution about the licensing show.
?Mustang is a mass market brand?it?s sort of the affordable muscle car,? said John Nens, director of global brand licensing for Ford Motor Co. ?Licensing is all about reflecting the brand and this one is about value.?
?[Licensing is] a way for young girls to get a piece of a Mustang before they?re old enough to obtain a driver?s license,? said Rachel Terrace, director, brand management at Beanstalk.
Ford has more than 350 licensees and an automotive program that generate more than $1 billion worth of retail sales annually.
