PopSugar Is Bringing Freeform’s Show, The Bold Type, to Life at Its 2-Day Festival

Play/Ground runs June 9-10

PopSugar's festival will be June 9 and 10. - Credit by Getty Images, PopSugar
Headshot of Sara Jerde

As publishers continue to diversify revenue streams and try to connect to audiences off the screen, PopSugar will offer Play/Ground, a two-day, ticketed festival in New York.

“While other festivals focus on verticals, like beauty, or music, or wellness, we really wanted to create something that represents the diversity of women,” said PopSugar CRO Geoff Schiller.

PopSugar is working with multiple sponsors for the event, which will be presented by Freeform and eyelove, to create real-life experiences at the festival that align with the kind of content readers are used to seeing online. Play/Ground, which takes place on June 9 and 10 at Pier 94A, has a variety of activations and opportunities that “run the gamut in celebrating modern women,” Schiller said.

In promotion of Freeform’s second season of The Bold Type, a show about how three young women who work at a magazine navigate their lives, the network will offer a range of opportunities to promote the show.

Freeform will provide a hair and beauty team and will take headshots for festivalgoers. It’s also creating an editor’s lounge (recreating the vibe found in the show’s Scarlet Magazine office), where participants can hang out and be a part of workshops and discussions led by PopSugar’s editorial team.

“This really is a blend of fun, but also things that have purpose and direction,” said Tricia Melton, Freeform’s svp of marketing creative branding.

The Bold Type’s Katie Stevens will also speak on the main stage. Other discussions at the festival will feature celebrities, such as Mindy Kaling, Kate Hudson and Tiffany Haddish as well as founder and CEO of Thrive Global, Arianna Huffington. Current ticket prices for the festival range from $80 to $220 (children six and under are free).

“All are welcome, all will feel included and all will walk away feeling that PopSugar positivity that we’ve been known for,” Schiller said.

PopSugar and Freeform previously partnered to put on the Mermaid Museum in L.A., to promote the launch of Freeform’s series, Siren. It garnered more than 280 million media impressions, Freeform said.


@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.