'Wendy' will get some retail therapy

Meaghan Martin and Tyler Blackburn star in "Wendy," a brand new Web skein. Galleries aren't the only real ones cashing in on reinventing the classics: Alloy Entertainment and Macy's have paired as much as produce "Wendy" like a Web series that puts a contemporary spin on "Peter Pan."Project, which stars Meaghan Martin and "Pretty Little Liars" thesp Tyler Blackburn, is Macy's initial foray into creating original entertainment following the animated special, "Yes, Virginia," on CBS last year.The retail giant's previous entertainment efforts have centered on large-tent special offers for NBC: the 85-year-old Thanksgiving Day parade and This summer 4th Fireworks. It's also done top quality tie-inches with "Project Runway" and fashion implies that target women.But Macy's desired to launch "Wendy" to talk more straight to teens and tweens, especially throughout the rear-to-school shopping season."We thought dealing with Alloy could be a fascinating method to enter the millennial market," stated Martine Reardon, executive Vice president of selling at Macy's. Alloy is behind "Vampire Journals," "Gossip Girl," "Pretty Little Liars" along with other more youthful-skewing femme fare.Macy's sparked to "Wendy" following the project was created by Alloy in an effort to "update classics" and "re-picture the Peter Pan story," stated Alloy prexy Josh Bank.The six episode-series involves Wendy Darling, a woman who starts to possess strange, vivid hopes for a mysterious boy named Pete (Blackburn) who she sets to get in the real life. After finding him she must decide between your boy she loves and Pete from her dreams.Blackburn recorded an authentic song for that series that'll be supported with a musicvideo that bows online Monday, per month before "Wendy" hits the net Sept. 15., as "a method to acquire some traction behind the figures" and "tease the home,Inch Reardon stated.Macy's will offer you the song like a download and video on its My Style Lab site (macys.com/mystylelab) as well as on the "Wendy" Facebook page. It will likewise be on Alloy's YouTube funnel.While series will feature Macy's brands like Material Girl and American Rag, the store and producers attempted to not result in the positions too blatant."Doing this was antithetical as to the we would like and what Macy's wants," Bank stated. "I was very obvious within our initial conferences this wasn't likely to be a Macy's ad. That isn't the company we are in."Macy's will expend heavily to advertise "Wendy" with TV spots which will air about the major tv stations throughout primetime and cablers ABC Family, MTV, E!, Forex, Vh1 and USA Network."Wendy" may be the third web series Alloy has created this season, and it is eighth overall, because it released an electronic division this past year. It's labored along with other brand partners including Kmart, L'Oreal and Procter & Gamble, amongst others.Metal and Macy's have bigger plans for "Wendy" continue.A magazine series is incorporated in the works, out of the box a giant screen feature that will follow Wendy into Neverland.But for the time being, they both were pleased to launch it online first."We all know (the web) is how the customer is typically," Reardon stated. "With a lot more from the millennial customer viewing things on the mobilie products, it appeared just like a good way to place this." Contact Marc Graser at marc.graser@variety.com