Bloom­ing­dale’s Hopes Con­sumers Em­brace Mr. Grinch

WWD Digital Daily - - News - BY SHARON EDEL­SON

The re­tailer is tap­ping into the beloved child­hood story, now a film ver­sion 2.0.

NEW YORK — Ev­ery­body's fa­vorite bad ba­nana is back with his greasy black peel in­tact, hav­ing taken up res­i­dence Mon­day evening through­out the Bloom­ing­dale's 59th Street flag­ship. The re­tailer man­aged to lure the green mon­ster, whose heart is an empty hole and brain is full of spi­ders, from his perch atop snowy Mount Crumpit. The Grinch is ac­tu­ally on loan to the depart­ment store from Il­lu­mi­na­tion and Uni­ver­sal Pic­tures, whose an­i­mated film “The Grinch” opens Fri­day.

“Bloom­ing­dale's is a place that's of the mo­ment and we look to con­nect with part­ners who can help aug­ment the hol­i­day shop­ping ex­pe­ri­ence,” said Frank Ber­man, the re­tailer's ex­ec­u­tive vice pres­i­dent and chief mar­ket­ing of­fi­cer. “Last year, we had Zen­daya from ‘ The Great­est Show­man.' We con­tinue to part­ner with en­ter­tain­ment part­ners and other part­ners. We want to po­si­tion our­selves as the gift- giv­ing desti­na­tion while adding an emo­tional el­e­ment.”

In “The Grinch” movie, the ti­tle char­ac­ter, a cyn­i­cal grump voiced by Bene­dict Cum­ber­batch, un­der­takes a mis­sion to steal Christ­mas from the Whos, a naively trust­ing bunch who are the very em­bod­i­ment of Christ­mas.

The film plays a star­ring role at Bloom­ing­dale's, with the Grinch's story wo­ven through the re­tailer's hol­i­day cat­a­logue. “Look at how the Grinch is in­cor­po­rated in such a so­phis­ti­cated man­ner,” Ber­man said. “We have him an­i­mated on our web site. He chimes into fash­ion sto­ries. We love the vi­su­al­iza­tion of him. We took in­spi­ra­tion from the film and pre­sented the Grinch in an over-thetop man­ner. In the win­dows, there's a gi­ant im­age of his head full of green fur. If you get close, you can see he has crazy green eye­brows made from feath­ers.

“It's not just Grinch, but his dog, Max, who's en­crusted in crys­tals,” Ber­man said. “The win­dows have a gift-am­atic gift ma­chine trans­form­ing items.”

Ber­man said the en­dur­ing ap­peal of the Grinch story is its abil­ity to “take ev­ery­one back to a time in their child­hood. You watch the evo­lu­tion of the Grinch, from this cur­mud­geon whose mis­er­able life is put in per­spec­tive by a small child, Cindy Lou Who. The Grinch is very naughty by na­ture char­ac­ter, and also a fun and

A ren­der­ing of the gift-am­atic ma­chine found in a win­dow.

Bloom­ing­dale’s hol­i­day cat­a­logue strikes a tone, be­tween cel­e­bra­tory and snarky.

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