Sun Bum is betting on Gen Alpha. After inaugurating its three-product kids line and subsequent “Kids Rule” social media campaign earlier this month, the brand is looking to further engage young consumers with an art contest. Kicking off May 15, the contest encourages kids between the ages of five and 12 to submit illustrations depicting their ideal day with Sonny, who is Sun Bum’s ape mascot and, according to the brand’s vice president of marketing Russell Radebaugh, already a bona fide hit among young consumers. “Over the years, we’ve received stuff from all over the world — original Sonny drawings, rocket ships; there were these young big blue monsters for a while; just a whole collection of the ways different people see the brand,” he said. Related Galleries It was precisely this creativity and “irreverent joie de vivre” that inspired Sun Bum’s kids line, and which the brand aims to continue to elevate. Sun Bum’s new kids’ line. courtesy “We have our adults line, we have a baby line, but we wanted something for kids who were growing out of this baby stage and wanted a product of their own that looks like something that they could identify with,” said
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Sun Bum Wants Gen Alpha Consumers to Show Off Their Artistic Talent – WWD
