As consumers evolve and place greater emphasis on experiences, tween fashion retailer Justice announces that the company is expanding its reach with a new entertainment division, Justice Studios. The launch will focus on enriching the relationship with the Justice girl by creating original content to include graphic novels, video series, music, and documentaries.
“We continue to look for unique ways to engage our audience outside the store, and we view Justice Studios as the next step in our retail evolution,” says Lece Lohr, company president. “Our goal is to create empowering content that supports our Live Justice values, and shows girls that they can truly change the world.”
To bring its studios to life, Justice has partnered with Elevate Pictures, a Columbus, Ohio-based entertainment and production company specializing in transmedia story building and multi-platform distribution. Justice and Elevate will collaborate on the development and production of the content and currently have three projects in the works including a graphic novel series, “Ultra Squad,” a documentary, “Finding Clara,” as well as the “Live Justice” Awards.
Graphic novel series
The series of graphic novels will follow the adventures of four tween girls as they battle an evil force threatening Earth, and use their magical girl powers to save the universe. The message will be geared toward a generation of girls who want to make the world a better place through teamwork, positivity, and inclusivity. The first novel will launch in Justice stores nationwide and online Nov. 3.
In partnership with BalletMet, Elevate Pictures and Justice were given exclusive access to go behind-the-scenes of the beloved Nutcracker production to see it through the eyes of four hard-working young dancers in a web series entitled, “Finding Clara.” The original series follows the girls through auditions and months of challenging rehearsals, as well as the moment the girls found out who landed the lead role of Clara. Justice Studios is currently adapting and reformatting the web-based series into a full-length documentary which will be released in Holiday 2018.
Following the Live Justice Awards in 2018, a one-night event that celebrated the unstoppable power of girls, Justice and Elevate will collaborate again to make the event bigger and better for year two. The Live Justice Awards show will be expanded into a year-round platform aligned to the brand mission of empowering and honoring remarkable tween girls who are making a difference, inspiring others and boldly pursuing their dreams and encourage all girls to embrace the ‘Live Justice Values’: Live Active, Live Connected, Live Together, Live Smart, Live Positively, and Live Creatively. The show will also feature live performances and appearances by some of the biggest names in the tween world, unique engagements, and more.