Dr. Martens Signs Global Wednesday Deal

Amazon MGM Studios Consumer Products has signed a global licensing deal for MGM Television’s standout hit Wednesday with iconic footwear and accessories company Dr. Martens. The deal was brokered by WildBrain CPLG.

The collaboration sees Dr. Martens launch an extensive range of fashion statement footwear and accessories encompassing boots, shoes, heels, creepers and loafers alongside a backpack and knee-high socks.

Wednesday Addams doesn’t fit in — and she doesn’t want to. She has her own style, her own interests, and her own opinions. She questions social norms. And she’s outspoken in her desire to do things her way. It’s an attribute she shares with many Dr. Martens wearers — those who have adopted the brand’s footwear for decades and transformed it into a badge of honour, a subversive fashion statement, and a symbol of community. Wednesday is a hero for outsiders. She’s proud of her non-conformity. And so is Dr. Martens.   

This collaboration is inspired by Netflix’s cult hit series that is produced by MGM Television — reimagined and brought to life across a collection of classic and remixed DM’s silhouettes in Wednesday’s signature midnight black hues. One of the most prominent details of the collection is repeated tributes to the unmistakable stained-glass window in Wednesday and Enid’s dorm room, where styles and personalities clash and co-exist, and the spectrum of outcast-self-expression is embraced.