OUR STORY

Co-Founders Jenn Wexler & Margot Rosen

We first met when overseeing brand and marketing for media mogul Haim Saban's portfolio of entertainment and lifestyle franchises, where we quickly found that we had an instant working connection - great synergy and trust, complimentary skill sets and a deep love to harnessing the power of brands to impact culture.

We led the repositioning strategy that reinvigorated cool factor for the 25+ year old Power Rangers franchise as well as partnered with Lionsgate Studios on the feature film and marketing strategy for the Power Rangers movie. We also drove the relaunch of Paul Frank as a kids fashion lifestyle brand with marquee campaigns including a first-ever experiential kids fashion show at New York Fashion Week followed by a chic yet playful collaboration with celebrity stylist Rachel Zoe that sold out at Nordstrom. 

Our work at Saban supported and ultimately led to the successful positioning of the company for an unprecedented acquisition of the portfolio in 2018 to HASBRO (NASDAQ: HAS) for $522 million.

Following the acquisition, we reflected on the importance our agency partners played in helping us build the brand positioning for a successful sale and the challenges we encountered with the fragmentation of the business. We saw a whitespace in which TAILWIND could act as a 360 degree partner that brought together and encapsulated the different roles our agencies played in a one stop shop for our brands.