The Loft Entertainment
The Ultimate Matchmaker between brands and celebrities

brand acceleration



We helped build the Charmsies hair charms brand, including re-branding all packaging, opening up distribution to over 1000 stores including Nordstrom, Francesca’s, Kitson, Fred Segal, Nasty Gal, Zumiez, Plaza Japan, and Urban Outfitters UK. Created special co-branded product for  Free People, American Eagle and lauded a full on air program with QVC.

We also helped in all marketing efforts including trunk shows at retail stores such a Henri Bendel and Nordstrom. Celebrity activations with Bella Thorne, Oliva Holt, Terri Seymour, Shenae Grimes, and Tori Spelling which generating major press and social media buzz.  We placed Charmsies in Disney’s hit movie Cinderella, creating sparkles throughout the ball on Cinderella’s hair as well as glimmering up her Fairy Godmother’s hair.   Also featured on NBC’s The Voice three times, Charmsies was also named by Cosmo the celestial accessories "out-of-this-world HOT”! 

We launched a division brand for Charmsies called Glitizies and distributed the product to Claire’s Boutique and Barnes and Noble College and licensed to an informercial company to be apart of the the Glam Twirl product.  We acquired several licenses for Glitizies including Bratz and Stella from Angry birds. 

We helped take the brand Charmies, hair charms to the next level.  Including…

  • We brought Charmies Hair Charms to QVC with all the colors selling out in just under 6 minutes!
  • We helped launch a co-branded product for Charmies with Free People and American Eagle.
  • We produced in-store truck shows with Henri Bendel.
  • We teamed up Bella Thorne with Charmless that generated massive press for the brand landing in 2 national weeklies (US Weekly and Star Magazine) and many celebrity online outlets including E!, Extra, Huffington Post Celebrity, etc. Bella Thorne also posted several times for Charmsies reaching millions of her followers!
  • We created a diffusion brand of Charmsies called Glitzies which we licensed properties such as Bratz, Frozen and Angry Birds, Stella to create stick on hair charms!
  • We inked a deal with Glitzies with Hampton Direct to be apart of the Glam Twirl “as seen of TV” product.
  • We spun Glitizies off into a brand called Sparkle Nation with Tammin Sursok one of the stars of Pretty Little Liars.