DEBUT OF RUBY, THE NEW GORJUSS CHARACTER
Back in 2020, Santoro developed Ruby, the character who started off the global phenomenon that is the Gorjuss brand today. However, two years of lockdowns led to Ruby patiently waiting to make her world debut. Now, in 2022, Santoro are absolutely delighted to announce that after much anticipation, Ruby finally makes her debut with a series of live events at Avenue mall, Athens.
Gorjuss has always been about expressing quiet sentiment whilst being a vessel for viewers to project their own emotions onto, a quality that has seen the eminent success of the brand, resonating with the public on a very real human level.
“The upcoming events mark the Company’s first foray into location-based experiences, currently the most in-demand form of brand entertainment, and look forward to exploring this channel of licensing further. This first meet-and-greet event offers Gorjuss fans the rare opportunity to connect with the character beyond the artworks that adorn a wealth of licensed products, bringing to life the brand that has resonated with millions of people worldwide”, says Jo Campbell, General manager of Santoro.
“Gradually entering into conditions that remind us more and more of old, normal times, AVENUE Mall were very excited to welcome Ruby from Santoro’s Gorjuss family to come all the way from London! We chose to host Ruby because the Gorjuss girls are unique in their ability to touch the hearts both of children and adults and prove that we can communicate and express our feelings in so many different ways.” says Lila Kalaitzi, Marketing and Communication Director of Avenue.
Santoro’s licensees have united in support of the 9 events, donating over 2000 products for giveaways whilst Bobos Club have committed an impressive promotional campaign involving Gorjuss buses, bus stops, posters, radio adverts and teaser trailers to be shared across a variety of Greek channels including Nickelodeon.