FOR IMMEDIATE RELEASE
Serendipity 3 Launches Licensing Program with Alloy Entertainment
World renowned, New York-born café behind infamous Frrrozen Hot Chocolate will translate
into confectionary, home décor, health & beauty and accessory lines.
(July 19, 2011 – New York, NY) – What’s in a name? When talking about Serendipity 3, a lot. The
mention of this world famous café not only reminds one of the same-named John Cusack and Kate
Beckinsale hit movie (inspired by the café), but visions of sky high ice cream concoctions, deliciously
rich desserts and its infamous Frrrozen Hot Chocolate also come to mind. 1954 was the year Serendipity
3 opened its doors and since then it has both redefined the word dessert AND become a celebrity hot spot.
Soon after opening (at the time, only four tables, sixteen chairs and one espresso machine strong), owners
Stephen Bruce, Calvin Holt and Patch Carradine had to relocate the café around the block, as the patrons
outnumbered the facilities. Within no time Serendipity 3 expanded their menu to include lunch, dinner
and of course, dessert. Customers buzzed in and out of the whitewashed walls of this New York City
Upper East Side gem. Inside of these walls and underneath a ceiling covered in Tiffany lamps, men,
women and children devoured menu items such as foot-long hot dogs, sundaes with 4-inch high mounds
of whipped cream and before-unheard of oxymoron dessert Frrrozen Hot Chocolate. Among the crowds
were Marilyn Monroe (gossiped to be wearing only Chanel Number 5 under her overcoat), Andy Warhol
(some of his first works were shown in the café) and Jackie Kennedy Onassis, whose request for the
Frrrozen Hot Chocolate recipe was denied!
Today, celebrity sightings at Serendipity 3 are weekly, if not daily. John Travolta and wife Kelly Preston
have enjoyed numerous meals here, along with Beyoncé and Jay Z, Kelly Ripa, Tyra Banks, CHER,
Madonna and the Kardashians, to name a few. The Frrrozen Hot Chocolate even had Oprah Winfrey
wanting to “dance on the Chandeliers!”
Celebrities or not, Serendipity 3 has made its mark on the world and continues its stronghold in the
dessert category. Serendipity 3 has locations in NYC, Las Vegas and Boca Raton - together boasting over
2 million Frrrozen Hot Chocolates consumed a year. Surviving owner Stephen Bruce, certainly the café’s
biggest fan (to this day he picks up the phone to take reservations) is currently preparing for the grand
opening of Serendipity 3’s fourth location at the famous M Street and Wisconsin Avenue intersection in
Washington DC’s Georgetown. By the end of 2011 he will also open doors in Miami and 2012 holds
plans for international locations such as Dubai, China and Singapore. Williams Sonoma’s branded
Frrrozen Hot Chocolate mix has over one quarter million dollars of sales per year and Serendipity 3’s
other branded products such as mugs, candles, books and even fragrance, boast over two million
($2,000,000) worth of sales per year.
Summer2011 will not only hold the launch of a new location but also the launch of Serendipity 3’s
licensing program. Alloy Entertainment, the Creators and Executive Producers of such hits as Gossip
Girls, Vampire Diaries and Pretty Little Liars, recently hired Sarah DuBois Miller to spearhead licensing
efforts on behalf of existing and future AE properties as well as outside clients like Serendipity. Initial
target product categories for Serendipity include confectionary, health & beauty, publishing, dessert and
kitchenware, novelties and of course, desserts.
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ABOUT SERENDIPITY 3
Serendipity 3, with its New York City location at 225 East 60th Street, was opened in 1954 by Stephen
Bruce, Calvin Holt and Patch Carradine. The café/gift shop was the first of its kind, a delightful getaway
to a fudge-drenched fantasy land. Since its opening, Serendipity 3 has been the destination for millions.
Its inexpensive and unique menu includes delectable brunch, lunch, dinner and dessert fare. Its gift shop
showcases fun novelties, celebrity publishing and luxurious accessories. The Serendipity 3 experience is
one of a kind, never dull and will bring happy memories to all.
About Alloy Entertainment
Alloy Entertainment (AE) develops and produces original books, television shows, web series and feature
films. More than 75 of AE’s books have made The New York Times bestseller list, including Gossip Girl,
The Clique, The A-List, The Sisterhood of the Traveling Pants, Private, The Luxe and Pretty Little Liars.
Alloy is currently in production on the CW series Gossip Girl, which will begin its fifth season this
Fall, and the third season of The Vampire Diaries, the network’s highest rated program. Additionally,
Pretty Little Liar, which performs to network-high ratings for ABC Family, will premiere its sophomore
season in June 2011. Through Summer and Fall 2011, Alloy will launch three new series including The
Nine Lives of Chloe King and The Lying Game, both for ABC Family, and Secret Circle on the CW. AE
recently completed production on the Disney Channel original movie Frenemies, based on their book of
the same name. Adding Nickelodeon’s How to Rock to its slate, AE will have an impressive seven series
on air. Alloy develops, produces and distributes web series including 2009’s Private, 2010’s First Day
and Hollywood Is Like High School with Money, and 2011’s Talent. AE will begin production on three
additional digital series throughout 2011. Alloy produced the feature films Sisterhood of the Traveling
Pants and its sequel, Sisterhood of the Traveling Pants 2, Sex Drive and The Clique and is currently in
active development on The Luxe.
For more information on Serendipity 3 and Alloy Entertainment, please contact Sarah DuBois Miller at
212-329-8342, SMiller@alloyentertainment.com.