US retailer Claire’s has teamed up with Sony Pictures Television—Kids (SPTK) to produce a series that appeals to “Gen Zalpha,” the mix of preteens, teens and young adults bridging Gen Z and Gen Alpha.

Claire’s—which sells jewelry, accessories and toys targeting tween/teen girls—launched a production studio called CMedia in 2021 to create original content for its target consumers. Its projects include the live-action docuseries Dear Claire that rolled out on YouTube in July, featuring Gen Zers candidly discussing topics that are important to them, such as friendship and community.

Content represents an opportunity for Claire’s to develop more consumer touchpoints that tie into merchandise in a shoppable way, says EVP and chief marketing officer Kristin Patrick (pictured).

SPTK (formerly Silvergate Media) is the producer and distributor behind shows such as Hilda (Netflix), Octonauts (CBeebies) and Super Kitties (Disney Junior).