If you’ve ever been to New York City’s Herald Square, you’ve probably seen or taken a picture by the giant Macy’s Bag on the corner of the original Macy’s store. It’s an area that is known for attracting many tourists and a large audience in general. The Macy’s billboard bag has never featured anything other than the Macy’s logo. That has changed with a new collaboration with DreamWorks Animation.
Throughout the month of October, the Herald Square Macy’s bag will feature the new movie DreamWorks’ Trolls, which debuts on November 4th. This is the first time Macy’s has supported an entertainment studio or promoted a theatrical film in such a massive way.
The Terry J. Lundgren Center for Retailing was able to hear all about Macy’s partnership with DreamWorks Animation through former RCSC student, Bryce Ortega. Bryce Ortega graduated from our program and has worked his way up in the DreamWorks Licensing department.
From an early age, Bryce Ortega participated in sports and when attending the University of Arizona that didn’t change. Bryce started at shortstop and 2nd base on the Wildcat’s baseball team from freshman through senior year. Finding himself with opportunities after athletics, he took a swing at the entertainment industry and landed on a new passion. Since then Bryce has worked in three different capacities at DreamWorks Animation. He started out in international licensing where he managed agent relationships across markets such as Canada, Latin America and Australia. After mastering these territories, he was promoted into global new business development engaging with companies that have a worldwide scale. Partnering with companies that reach across the globe allows DreamWorks Animation to market and reach a larger audience across multiple regions. In Bryce’s current role as Hardlines’ Licensing Manager, he is now focused on partnerships within the United States across the categories of food, health, beauty, stationery and Party.
I am currently a senior majoring in Retailing and Consumer Sciences while minoring in e-commerce. I hold the position of Social Media Manager for the Terry J. Lundgren Center For Retailing at the University of Arizona, where I am responsible for creating social media platforms that not only enhance our brand but also educate the world about retail trends. I am what you call a Retail Enthusiast, I am intrigued by the way the retail industry is evolving and what it has to offer. In my free time, I enjoy the outdoors, yoga, good music, and good company.