Woman portrayed by Jennifer Lawrence in ‘Joy’ launches ad ahead of her line’s retail launch

Entrepreneur Joy Mangano, who is currently being played by Jennifer Lawrence in a movie that is based on her life, has rolled out an ad to promote her products that are set to debut in retail stores including Macy’s and Target this weekend.

Mangano, who invented popular household items including the Miracle Mop and Huggable Hangers, got her start on home shopping network QVC in 1992. She’s now HSN’s most successful seller, bringing in more than $150m per year in sales.

This weekend she is bringing her offerings into the retail space. Starting tomorrow, her products will be available in Bed Bath & Beyond, The Container Store, Macy’s and Target stores nationwide.

Red Tettemer O'Connell + Partners created an ad (above) called ‘Joy Meets World’ to kick off Mangano’s entry into retail, while branding agency Beardwood & Co. designed new packaging for eight of her best-selling products and recrafted her brand strategy to help items make a smooth transition from TV to in-store.

Retailers will be featuring a Joy Mangano ‘store-within-a-store’ so customers can easily identify her brand and shop.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she oversees creativity coverage in North & South America and runs The Drum’s weekly “US Creative Works” roundup. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal and has interviewed dozens of creatives for The Drum’s “What does it take to be a great creative?” video series.

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