The department store aims to become more involved in content production and digital entertainment.

Macy’s has partnered with Alloy Entertainment (the producers of The Vampire Diaries) to create a new web series called Wendy. Launching on September 15th, this is a modern-day take on the classic Peter Pan story, set in L.A. The six-part series stars Tyler Blackburn (Pretty Little Liars) and Meaghan Martin (Disney Channel’s Camp Rock). Department store Macy’s is heading the series in return for some product placement and brand promotion. The main characters will be wearing Macy's clothes in each episode and there will be pre-roll ads and a “brought-to-you-by” message.

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