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Top 3 Campaign in Retail · October 2026
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Top 3 Campaign
Retail · October 2026

Molly’s $15 Million Price Tag

PR Campaign
Tuesday 13th October, 2026

After Kelly Clarkson said a Brooklyn visit left her feeling dismissed when she asked about buying Molly, Art of Play’s mechanical bird mascot, the shop publicly disputed her account. Its owner then said Molly was available for $15 million, turning the celebrity row into an absurd price-tag headline and drawing widespread attention to the store.

Why it worked: They hijacked a celebrity spat with an outrageous, specific $15 million price tag—turning conflict into a quotable, newsworthy escalation hook.

The lesson: Consider reframing any complaint into a bold, numeric counteroffer that’s absurd yet concrete to generate headlines and reporter-friendly quotes.

Art of Play
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