Entertainment company Mass Appeal showcased a line of children’s apparel, books, toys and more under the newly launched brand MAJR. The brand, originated as a playful take on the concept of “Mass Appeal Junior”, will inspire and educate the next generation (newborn through pre-teen) through the global movement of hip hop culture in which Mass Appeal has become a dominant voice. The overlapping worlds of music, fashion, art and popular culture will drive MAJR’s injection of diverse perspective into the kids products market.
MAJR launches with a selection of apparel available with matching designs for parents and children. The first toy in the collection, “Boomblox”, a set of building blocks that form into an old-school boombox, has also been announced, with shipping expected to take place in the fall.
In addition to apparel and toys, a cornerstone of the new brand will be a collection of kids’ books driven by some of the biggest names in hip hop. The first book, inspired by Mass Appeal co-owner Nas’ hit song “I Can”, will be the “I Know I Can” book series, empowering kids to be whatever they want to be when they grow up.
“I’ve always understood the limitless power of young people, and being a father has brought it even closer to home,” said Nas. “We’re introducing MAJR to prepare today’s youth for tomorrow’s world. Our goal is to help children of all backgrounds fully realize their potential by tapping into their creativity in new and innovative ways.”
Added Mass Appeal CEO Peter Bittenbender, “As a dad myself, I am thrilled about the launch of MAJR. We feel it’s a natural expansion of Mass Appeal’s platform to represent the often-overlooked multicultural market in the kids space. We look forward to educating and entertaining for generations to come.”
MAJR will expand its product line and announce additional artist collaborations in the coming months. The brand also envisions significant opportunity for premium original content to accompany its product offerings.