This spring, Polo Ralph Lauren expands its shoppable children’s online storybook collection with the introduction of The RL Gang: A Magically Magnificent School Adventure. Showcasing Ralph Lauren Childrenswear Spring 2011 collection, the new RL Gang video is narrated by award-winning actress and mother Uma Thurman, and launched globally yesterday on RalphLauren.com/RLGang and Bloomingdales.com/RLGang.
This is Ralph Laurens second RL Gang virtual childrens book. The book will be available beginning March 3 for $16.95 and readers can purchase a hard copy or download a digital version on Tikatok.com/RLGang and BarnesandNoble.com. Hard copies of the book will also be available at select Ralph Lauren stores.
In celebration of the launch, Polo Ralph Lauren is hosting an international search for one lucky child to be cast in an upcoming installment of the RL Gang. The contest, which will live on the RL Gang tab on Ralph Lauren’s Facebook page, will allow parents in the US and UK to upload a photo of their child and share that photo with friends and family, asking them to vote for their child. The winning child will be chosen from the group of children with the most votes, flown to New York and cast as a member of the RL Gang!
As Polo Ralph Lauren is dedicated to children everywhere and the preservation of the arts and education, the Company will donate 15% of all proceeds from the first month of sales of the Childrenswear Spring 2011 collection on RalphLauren.com to Room to Grow-a charitable organization chosen by Uma Thurman. Room to Grow is an innovative program which provides parents raising babies in poverty with one-on-one parenting support and essential baby items throughout their children’s critical first three years of development.
We are raising the bar by expanding the The Fashion Statement: Ralph Laurens Childrens Facebook Contestretail environment to new platforms, says David Lauren, executive vice president of advertising, marketing and corporate communications. [Ralph Lauren Facebook Page]