SHANGHAI, JAN 27th - Continuing its ambition to embrace more entrepreneurial business models, Anomaly Shanghai has formed a joint venture with the street culture brand Mighty Jaxx, becoming a significant shareholder in the business.
Mighty Jaxx, a Singaporean creative collective founded by Jackson Aw in 2012, creates limited edition 3D art figures from 2D sketches and illustrations done by street artists from around the world. Through the joint venture, Mighty Jaxx will be able to leverage Anomaly’s global creative network as well as more effectively tap into China’s growing appetite for collectable art works.
“We are thrilled form this venture with Anomaly” said Jackson Aw “Anomaly’s entrepreneurial mindset, in-depth market knowledge, and global reach is just what we need to take our business and brand the the next level.”
In 2013, Anomaly created their own limited edition art figure with Mighty Jaxx, the Anomaly HotGod.
As a consequence of the joint venture, Mighty Jaxx will be launching their own Chinese e-commerce site, where mainland consumers will be able to purchase the limited edition art figures. In addition, Mighty Jaxx will open their first ever retail location, at 205 Wulumuqi South Road, Shanghai. The store will feature a selection of Mighty Jaxx works, with the option for shoppers to purchase immediately or buy on mobile for later delivery.
“Mighty Jaxx is an ambitious, entrepreneurial street brand with a super smart business model” said Eric Lee, Partner at Anomaly “This is the start of something big.”
Anomaly has a long track record of pursuing more entrepreneurial business models with a willingness to back itself, embracing the reality of risk and reward.
Two highlights have included a joint venture partnership with celebrity chef Eric Ripert forming a high end culinary lifestyle brand, and the co-creation of the EOS brand of products, in partnership with a brand incubator firm in New York, which now includes the best selling lip balm in the USA.
Last year, Anomaly Shanghai forged a strategic partnership with RenRen, and continues to build its content franchise of The Unreasonable. This latest Mighty Jaxx venture further demonstrates Anomaly’s belief that ownership is the ultimate commitment.
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Founded in 2004, Anomaly is a difficult to define, but exciting to work at 'new model' agency with offices in New York, London, Amsterdam, Toronto, and Shanghai. The agency’s blue chip client roster includes Budweiser, Converse, Diageo, Dick's Sporting Goods, Google, Marriott Hotel Group, Nike, and P&G. Anomaly has been recognized for a very wide range of work including Gold Effies for effectiveness in Media Strategy and as a Brand Owner; Lions, Cyber Lions, and a Grand Prix from Cannes; a Mercury Music Prize; and two Emmys for a TV series the agency created and co-owns.