The ‘90s are back, baby. Freeform’s taking fans back to the hypercolor era of the booming ‘90s with a bevy of activations for its latest original series Cruel Summer, premiering Tuesday, April 20.
Cruel Summer, from executive producer Jessica Biel, is the story of two teenage girls—one pretty and popular and one sweet and shy—and how their lives intersect after the first goes missing and the second takes over her life.
The activations include giveaways from such brands as Dippin’ Dots, Steve Madden and Amoeba Music, along with an Instagram sweepstakes and, for fans in Los Angeles, a ‘90s-themed roller-skating event at Westfield Century City.
“Freeform’s new series, Cruel Summer, takes place over three summers from 1993-95. We’re excited to be partnering with classic ‘90s brands to celebrate this rich time period and drive fan excitement for the series,” said Joe Ortiz, SVP, content marketing, Freeform, in a statement.
On April 24, 120 Dippin’ Dots stores across the nation will offer its first 50 visitors a free 10-ounce serving of limited-edition flavor “Cruel Summer Chill Thrill,” a combination of rainbow ice and cotton candy that will be served in a custom, ‘90s themed, color-changing cup. Fans also will receive a ‘90s style Cruel Summer branded scrunchie.
At Amoeba Music’s new Hollywood location, the first 500 shoppers in the door on April 24 will receive a $20 voucher to purchase a ‘90s vinyl record or CD of their choice and can pick up a Cruel Summer choker necklace. Amoeba will be spinning a custom playlist that day featuring artists that can be heard in the show as well as other ‘90s faves.
And the first 10 fans to show up at 20 Steve Madden stores across the nation will receive a free pair of ‘90s black Slinky platform slides.
Participating Steve Madden locations include: Westfield Century City - Century City, Calif.; South Coast Plaza - Costa Mesa, Calif.; 34th St - New York, NY; SoHo - New York, NY; 42nd St - New York, NY; Roosevelt Field - Garden City, NY; Garden State Plaza - Paramus, NJ; Towson Town Center - Towson, Md.; Lenox Square - Atlanta, Ga.; Perimeter Mall - Atlanta, Ga.; Aventura Mall - Aventura, Fla.; Dadeland Mall - Miami, Fla.; Town Center at Boca Raton - Boca Raton, Fla.; Lincoln Road - Miami Beach, Fla; The Galleria - Houston, Texas; Galleria Dallas - Dallas, Texas; North Star Mall - San Antonio, Texas; La Plaza - McAllen, Texas; Scottsdale Fashion Square - Scottsdale, Ariz; and Fashion Show - Las Vegas, Nev.
Finally, SoCal skaters can hit up the Cruel Summer ‘90s Roller Rink at the Westfield Century City Mall Atrium on April 24 and 25. Fans have a chance to score ‘90s-inspired Cruel Summer swag, discover easter eggs from the show hidden throughout the activation and other surprises.
Fans who are not able to attend in-person giveaways can still participate in Cruel Summer ‘90s Day through a sweepstakes on Freeform’s Instagram account and on ‘90s-themed accounts @‘90sanxiety, @iamthirtyaf, and @forever_’90s_fan.
Via these sites, fans can enter for a chance to win a ‘90s-themed prize pack including a you-go-girl necklace, roller skates, a Garbage band t-shirt, a cassette tape player, a pair of Steve Madden Slinky shoes, an Amoeba Music gift card, a Dippin’ Dots gift card, and a Caboodle.