Hoping to harness that unbridled passion that young girls have for all things horsey, Ford will soon launch “Pony Girl for Mustang,” an automotive-inspired, lifestyle-driven licensing program aimed at tween and teenage girls. It’s the brand’s first play for the cohort.
The Beanstalk Group, New York, is Ford’s licensing agency, and its program went from 0 to 60 after research by trend tracker The Zandl Group indicated that the Mustang is the most desired car among girls ages 8 to 16. The program will break products down into roughly two tiers: One aimed at tweens (8-12) and the other at older girls (13-16). Apparel, accessories, home decor, stationery, jewelry, cosmetics and back-to-school partners are the main categories being explored.
A colorful style guide pairs Mustang’s iconic galloping pony silhouette with other girly icons, such as butterflies, flowers and stars. Aspirational taglines including “Untamed Heart,” “Run Free,” “A Pony is Forever” and “Let Loose” are offered for declarations on T-shirts and such in playful, vintage-inspired fonts. Depending on the category, products will hit the market in either late 2009 or early 2010.
Ford and Beanstalk will meet with mass retailers and chain specialty stores about distribution at this June’s Licensing Show. “Mustang is a mass market brand—it’s sort of the affordable muscle car,” said John Nens, director of global brand licensing for Ford Motor Co., adding that 9 million Mustangs have sold since 1964. “Licensing is all about reflecting the brand and this one is about value.” Nens said his age-appropriate daughters consulted on Pony Girl’s color scheme.
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