For its part, Ford is "hoping to harness that unbridled passion that young girls have for all things horsey," reports Becky Ebenkamp. It is launching "Pony Girl for Mustang," a lifestyle-driven
licensing program aimed at tween and teenage girls that includes apparel, accessories, home decor, stationery, jewelry and cosmetics.
A colorful style guide pairs Mustang's galloping pony
silhouette with other girly icons, such as butterflies, flowers and stars. And aspirational taglines such as "Untamed Heart," "Run Free," and "A Pony is Forever" are inscribed in playful fonts on
T-shirts and such in playful, vintage-inspired fonts.
"[Licensing is] a way for young girls to get a piece of a Mustang before they're old enough to obtain a driver's license," says
Rachel Terrace, director, brand management at The Beanstalk Group, Ford's licensing agency. Research by trend tracker The Zandl Group indicates that the Mustang is the most desired car among girls
ages 8 to 16.
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