BuzzFeed is transporting yet another one of its Media Brands -- lifestyle vertical Goodful -- into physical products, and will rely on its own network to raise awareness for the new retail collection.
Instead of aligning with a traditional agency, BuzzFeed will develop creative internally -- particularly branded content -- in partnership with Macy's to reach Goodful's average monthly audience of 45.2 million people within the U.S.
The exclusive Goodful collection is part of a larger strategic partnership between Macy's and BuzzFeed. "By extending across consumer products, experimentation and innovation in commerce, media and marketing, including product integrations across the BuzzFeed network, the partnership brings the best of BuzzFeed together to make the most impact," says a BuzzFeed spokesperson.
The Macy’s Goodful collection will include 100 products ranging from kitchenware and appliances to digital food scales and AeroGarden kits, ranging in price from $15 to $230. All products are available at Macy’s stores and macys.com.
BuzzFeed first extended one of its media brands, Tasty, to retail in March with the debut of an exclusive cookware line which has since sold more than 1.5 million units.
BuzzFeed’s other media brands are Nifty for home, Bring Me for travel, Playfull for parenting, and As/Is for beauty and style.