In 2013, We Love Pop partnered with Primark and became the first magazine to be sold in the chain's 57 UK stores, in addition to an exclusive T-shirt range.
A range of five T-shirts were made available and sold in-store adorned with images of Jessie J, Justin Bieber, Nicki Minaj, We Love Pop and Little Mix.
The range also came complete with a digital offering, delivered via a swing ticket with a scratch off code which enabled purchasers to customise their own We Love Pop cover and download it from the dedicated microsite.
The products were given a dedicated We Love Pop branded area of the store and also advertised on Primark’s in-store video, as well as being promoted through Universal Music UK’s artist ad network, on the We Love Pop website, social media channels and through exclusive magazine content.
Siobhan Galvin, publisher We Love Pop commented: “Many of the artists in our magazine appeal to Primark’s demographic so they are a perfect partner for the brand and magazine. We’re excited to be the first magazine to be sold in Primark and look forward to this being the start of a long-standing relationship.”
This brand partnership opportunity was brought together by Universal Music and its merchandising company Bravado.
Marc Robinson, MD of Universal Music UK’s Creative and Commercial Partnerships division Globe said: “We strongly believe in the We Love Pop brand here at Universal Music and this partnership with Primark and Bravado is a great phase in its development. Taking our pop platform to the High Street is a perfect partnership and a first on many levels.
"We Love Pop is an exciting world that we will be building on in the next few months with further initiatives and partnerships with the aim of exciting the consumer and engaging our artists.”