Sugartown’s Media, Merchandise Sell ‘Still Hot’

NEW YORK Theater production company Entertainment Events has hired Sugartown Creative to handle the $10 million advertising and merchandising campaign for its menopause-themed musical We’re Still Hot, scheduled to open Jan. 5 here.

In addition to creating the print, radio, online and direct mail campaign for the show, the New York agency is partnering with the client to develop a line of merchandise that will be sold in theaters. The show is set to run at the St. Luke’s Theatre in New York and in 11 other major cities.

Sugartown Creative, led by co-presidents Jolie DeFeis and Fritz Westenberger, will share profits on all merchandise sold, DeFeis said.

To that end, the shop’s products reach beyond T-shirts and coffee mugs to thermometer pens that play off of menopausal women’s hot flashes, and fans and magnets that mimic the Homeland Security Department’s color-coded threat levels, meant to indicate women’s moods. Shirtless men will sell the merchandise in the theaters.

“All of these Broadway shows, all they sell are mugs and T-shirts and hats … It felt so tired,” said DeFeis. “We wanted to come up with something different.”