'The Emoji Movie,' Saks Fifth Avenue Join Forces on Licensed Merch for Some Reason

In perhaps what is one of the most unlikely partnerships, high-end fashion retailer Saks Fifth Avenue has teamed up with "The Emoji Movie" to create licensed merchandise for the movie's premier and marketing campaign.

"We love partnering with of-the-moment pop culture experiences," John Antonini, director of stores at Saks Fifth Avenue, told the Los Angeles Times. "Any time we can bring technology into the windows is exciting."

To create the "Emoji Movie" merchandise and displays, Saks Fifth Avenue is working with brands like Jason Wu, Mackage, Del Toro Footwear, Gents and more. Items like bomber jackets, swimsuits and sweaters feature emojis (some of which are removable).

To celebrate the movie's July 28 release, there is a pop-up store on the Collective store's fifth floor, as well as a collection of items in the store's New York flagship and Beverly Hills locations.

"We wanted this to be something to bring people into the stores," Cole Wassner, CEO of Wassner Management Group, which set up the partnership, told the Los Angeles Times. "It's fully immersive with the emojis. You can wear the product and send text messages with your emojis."

That's one way to use multi-platform marketing, and a movie based on a means of communication lends itself nicely to that.

For marketers, take note: The most lucrative campaign could be right in front of you, or, as we see with emojis, at your fingertips. Emojis become popular. Emojis become a movie. Emojis become high-end merchandise.