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OH!SOME capitalizes higher engagement through strategic IP collaboration with Disney
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OH!SOME’s standalone store in Bekasi, West Java, in the suburbs of Greater Jakarta
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s demand grows for diverse and innovative products, intellectual property (IP) collaboration between brands has become a crucial strategy for enhancing market competitiveness.
IP collaboration benefits both sides of the partnership by accelerating expansion into more markets and product categories. It also helps to increase brand exposure, allowing both partners to reach new audiences and enhance their presence in diverse regions. This strategic collaboration thus opens new opportunities for growth in both product offerings and brand visibility.
OH!SOME, a retail brand of Singapore-based Blue Origin Group that operates in Indonesia and other Southeast Asian countries, continues to pursue IP collaborations as a key focus of its development. As part of this, the brand is unveiling in Indonesia its latest collaboration with Disney, the "Pooh Sweet Picnic" product series featuring Winnie-the-Pooh.
Themed around a picnic outing and featuring the honey-loving bear and his beloved companions like Piglet, Eeyore, Tigger and more, the Pooh Sweet Picnic series is exclusively available at OH!SOME stores from Jan. 17.
Winnie-the-Pooh is the first in this year’s OH!SOME lineup, along with offline activities, online interactions and exhibitions. The release date was set to coincide with Winnie-the-Pooh Day on Jan. 18, which marks the birthday of the character’s creator, A. A. Milne.
To celebrate the launch, each OH!SOME store in Surabaya, Makassar and Jakarta has installed a special Winnie-the-Pooh photo zone. The store at Central Park Mall in West Jakarta will also host the OH!SOME Clay Dates course for young fans to create their own Winnie-the-Pooh figures from clay as part of the brand’s offline activation strategy.
OH!SOME has partnered with Disney to achieve this in a bid to explore, seek and integrate high-quality global IP resources through comprehensive collaboration. The brand launched its collaboration with Disney in 2024, featuring popular characters like Donald Duck, Stitch, Buzz Lightyear and Lotso.
In turn, the collaboration between Disney and OH!SOME helps introduce diverse product themes for classic Disney characters through the provision of exclusive image libraries, continuously injecting new energy into these IPs. Furthermore, OH!SOME has gained access to more IP character rights from Disney, enabling the brand to launch more collaborative products featuring other characters, ranging from new characters to revitalizing classic ones.
Exclusive Disney collections are set for gradual release and feature both major themed products as well as product upgrades based on existing characters, starting with the Pooh Sweet Picnic this year.
In addition to the strategic collaboration with Disney and its subsidiaries, OH!SOME also has exclusive collaborations, offers limited-time products and prioritizes online as well as offline activation to widen consumer growth.
The brand has collaborated with global brands, anime and entertainment IPs to enhance brand visibility across various consumer segments. These collaborations with international IPs are expected to strengthen its global presence and help OH!SOME diversify its offerings, expand markets and boost brand engagement.
Beginning with Disney, OH!SOME aims to further deepen its partnerships with other IPs in the future, including limited edition collaborations, IP licensing, exclusive releases and both online and offline activations.
As a one-stop premium retail brand, OH!SOME covers a wide range of consumer goods, including daily needs, fashion accessories, home decor and electronics, manufactured in all corners of the world. Yet the brand is also careful to balance the cultural characteristics of Southeast Asian countries in order to appeal to its consumer base in the region. OH!SOME currently operates more than 86 stores in Indonesia.
This article is published in collaboration with OH!SOME
