Subject: EG Launch Overview
From: "Watson, Jade" <[email-masked]>
To: "Forrest, Gretchen" <[email-masked]>, "Northrup, Angie" <[email-masked]>, "Knight, James" <[email-masked]>, "McAllister, Colleen" <[email-masked]>, "McCarthy, Meghan" <[email-masked]>
Cc: "Myhre, Holly" <[email-masked]>, "Christensen, Nicola" <[email-masked]>
Date: Tue, 10 Oct 2017 18:29:26 -0700

Hi-

I know it has been some time since we had our EG Summit in the spring and I thought it might be helpful to touch base and show you where we’re netting out with our launch plans for the EG fashion dolls this fall. As you’ll see, we have
a TON of support in place to set this launch up for success. In particular, you’ll notice that our marketing levers are really diversified (we’re not just relying on the entertainment) and how we’re taking into account all of our insights to date (prior EG
fashion doll launch, EG minis launch, HZ launch, competitive insights, trends, etc.) and we’ve planned to talk to our consumer in a multitude of different ways on a number of different platforms where we know she is engaged.

Attached please find a one sheet which has a quick overview and then more detail below:

Social: We’ve been shooting our EG TVC this week and coordinated a mega shoot so that we captured all of our social content at the same time; Attached are a few of the shots from set
which showcase each of the character’s personalities and is mimicking what is currently trending on Insta (graffiti, cactus, neon signs, etc.); We’re looking forward to sharing the TVC with all of you in a few weeks

Influencer/Music: Knowing the success of our live action music videos in the past, we are bringing music to the forefront of our launch plan by partnering with up and coming YouTube
influencer Angelic who has over 100M views on her top 10 videos. She will be singing an Equestria Girls original song that will be featured in the opening of every short, releasing her
very own music video in English and Spanish and will be promoting her involvement in the digital series on her social channels (song is attached)

Early Launch with US and UK (timed to release of the MLP Movie on Netflix) which should hopefully result in positive POS momentum prior to our global launch on 1/1 (key learning from
the launch of EG Minis)

Celeb Stylist:
As an additional layer of content, we’ve partnered with celebrity stylist Laura Schuffman to create digital videos that showcase character inspired outfits that girls can recreate from their very own wardrobe as well as other lifestyle content IE: hairs,
nails, etc.; We’re shooting these videos today in LA and could not be more excited to share them with you… Laura has been a great partner so thank you all for making this connection!

EG Short on MLP Movie DVD: In an effort to leverage the MLP movie DVD window, we are including an exclusive EG short on the DVD itself to introduce girls to the series and encourage
them to watch more on YT

Please let me know if you have any questions or would like to discuss further!

Jade