GapKids is ready for the holiday season with its ‘I Want Candy’ campaign that launched in the US last week.
It debuted on Gap’s Facebook page and YouTube channel with a music video starring viral music sensation, Maria Aragon, who performs the old time favorite song ‘I Want Candy,’ by The Strangeloves. Eleven year-old Maria who comes from Canada has become a web music star due to her cover of Lady Gaga’s ‘Born This Way,’ earlier this year.
Maria sings and dances in a candy shop surrounded by five bubbly girls who dance, laugh and sing along while twirling around a candy shop. They are dressed in GapKids ‘most wanted’ holiday looks that include tutus, tulle skirts and layered dresses, as well as sequin cardigans and glitter accessories—all in pink that is, as the official press release states, every little girl’s favorite color.
“The ‘I Want Candy’ collection evokes the feeling of what it’s like to be young again during the holidays—it’s fun, optimistic and captures the magic of the season,” said Seth Farbman, Gap’s Chief Marketing Officer. “We wanted to bring that feeling to life through a music video that captures a moment of uninhibited joy and excitement. It’s something every generation can relate to and we hope families will enjoy it together.”
The music video can be seen in movie theaters nationwide and on sites like Disney.com. Some of the videos offer $5 off or 50 percent off one regularly priced item. This is available for those fans who share it with their friends. The campaign will is also appear in print in December issues of monthly magazines such as InStyle, Lucky Kids, Martha Stewart Living, O, The Oprah Magazine, Parents, Parenting and Real Simple.
The ‘I Want Candy’ collection for boys and girls features tweed overcoats, wool sweaters, classic plaid shirts and tiered tulle dresses. While girl’s clothing is mostly pink, items for boys include blue green and ruby red colors.
Textured Trench Coat ($78), Warmest Parka ($88), Tulle Layered Cake Dress ($39.95), Multi-Ruffle Tutu ($34.95), Sequin Cardigan ($39.95), Fur Trapper Hat ($19.95), and Sparkle Bow Ballet Shoe ($29.95) are positioned as must-haves for girls. Boys are offered Chambray Puffer ($68), Warmest Vest ($39.95), Performance Jeans ($49.95), Five-pocket Cord ($29.95), Skull Argyle Sweater ($29.95), Striped Sweater ($29.95), and Desert Boot ($34.95).
Earlier this year, Gap has announced that Diane von Furstenberg will develop an exclusive collection for GapKids and babyGap that will be available in spring 2012.