Targeting Female Sci-Fi Fans, Carrot Launches "Her Universe"by Katy
Recognizing the ever-increasing number of female science-fiction fans, actress Ashley Eckstein, the voice of Ahsoka Tano in the hit animated series, Star Wars: The Clone Wars, has created Her Universe a new line featuring fashionable, female–focused apparel and products for fangirls. Partnering with The Araca Group – a leading production and merchandise company – Ashley has entered into a multi-year agreement with Lucas Licensing to develop and produce a line of female-centered Star Wars products, to be made available at conventions throughout the country and online at the official Her Universe online store and website at www.heruniverse.com, designed and created by digital agency Carrot Creative.
Wanting to give female fans a voice and affirm that they play an important role in the world of Star Wars and science-fiction, we created the Her Universe brand especially for them. We are excited to outfit fangirls of all ages – to give them the confidence to step into the spotlight and express their own fandom," says Eckstein. "Ever since we announced Her Universe, the outpouring of support from the fans has been incredible. We are also creating a Her Universe community, a place for their voices to finally be heard.
Knowing that many of these fangirls are engaging heavily online, Eckstein and The Araca Group tapped digital agency Carrot Creative for the design, branding and execution of http://heruniverse.com. "From day one, Carrot Creative shared Ashley's commitment to raise the bar for female fans by developing an authentic, transparent online experience that truly services the fangirl voice. They focused on developing a templated, modular system for Her Universe, which gives both Ashley and The Araca Group the flexibility to communicate with our audience in a very direct and open way," says Matthew Rego, Araca Partner. "Their design presents a powerful, accurate and unifying picture of the Her Universe vision."
"Ashley is such an enthusiastic emissary of the Star Wars brand, and we are so excited that she's taken the lead on this exciting new initiative," said Paul Southern, Lucas Licensing's Sr. Director of Domestic Licensing and Marketing. "She has her finger on the pulse of what our female fans want to wear."
Described playfully as "geek chic," the new Star Wars line from Her Universe gives fangirls the opportunity to show that the Force is strong with them! The Her Universe line will be available at San Diego Comic-Con in July and at _Star Wars _Celebration V in Orlando, Florida in August where fans can also meet Eckstein. You can learn more about Her Universe and purchase product at the online store by going to www.heruniverse.com and by following Eckstein on Twitter at ( https://twitter.com/HerUniverse) and visiting the Her Universe Facebook page at ( http://www.facebook.com/HerUniverse).
If you would like more information on Her Universe or to schedule an interview with Ashley Eckstein, please contact Dan Madsen at [email protected].
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