The appointment is part of the brand's strategy to deepen its engagement with young consumers who increasingly view jewellery as an everyday fashion accessory rather than something reserved for special occasions.
The company is also expanding its retail footprint. Its first flagship Daewoo experience store in Delhi is expected to open soon, while three additional outlets are already planned.
As part of the enhanced partnership, WildBrain CPLG will now oversee location-based entertainment initiatives for the Miraculous franchise across EMEA and APAC markets.
The latest collection builds on the partnership between the two brands and focuses on reinterpreting a traditional French footwear style through designs that reflect the identity of La Vache qui rit.
Through the campaign, Thomas Crick highlights the role fathers play in shaping life experiences and milestones, while encouraging shoppers to mark the occasion with thoughtful purchases.
At the event, Virat Kohli is expected to unveil the next phase of the brand while customers collect their footwear and participate in a range of brand-led experiences.
The new range was developed in partnership with Sweet Shop USA and Earthbound Brands and features a selection of chocolate products based on Drummond’s favourite flavours.
The collection includes products based on franchises such as Snoopy, Jurassic Park and The Lord of the Rings, combining character-led merchandise with outdoor and casual fashion categories.
In addition to clothing and textiles, the partnership also includes products from Skip Hop such as backpacks, water bottles, snack cups and toys inspired by CoComelon and Blippi.
The collaboration brings together the two Ecocert-certified brands through a product range focused on organic and ingredient-led skincare formulations.
According to the company, the new range has been developed around the idea of fragrance as a personal form of expression, with each candle representing a distinct energy and scent profile.