Photo Credit: Summit Entertainment
In what may open a whole new strand in cross-promotional tie-ins, L.A. Looks, the maker of hair styling products, is partnering with Summit Entertainment and Imagi Studios to help promote Astro Boy, which releases today. What’s the connection between a flying boy and flying hair, you ask? L.A. Looks wants consumers to create their own Astro Boy flipped-front hairstyle using its new hair gel product. While it’s one thing to consider this just a Halloween promotion, the marketing partnership actually continues with the release of the Astro Boy DVD in March.
Celebrity hair fandom is rare in the entertainment industry. There was the Beatles, and the “Rachel”, and maybe that Clooney-Caesar thing, but that’s about it. I don’t recall anyone ever wanting a ‘do based on one they saw on an animated kids' show or movie (though I’ve seen the “Barney Rubble” here and there).
Somewhere, Superman’s thinking, “Hey, I’ve been doing a stiff curl hair thing for over 70 years now. Why haven’t my people been called?!”