Will Ferrell Visits Roots

Flagship store serves as headquarters for film star during Toronto media blitz

In its continuing involvement with the entertainment world, Roots hosted popular actor/ comedian Will Ferrell at the flagship store on Toronto's Bloor Street in late February as a part of his film publicity tour.

The actor, who stars in the new comedy, Semi-Pro, spent the afternoon at Roots doing separate interviews with journalists. Ferrell also did various phone interviews for radio shows from inside the store. Roots Co-Founder Michael Budman greeted Ferrell and presented him with a Roots Dylan jacket in Bamboo Boulder.

In preparation for the visit, the store was decorated with movie memorabilia. The challenge was to make the merchandise blend with already existing Roots displays. "With the new colourful spring line, matching the bright hues from the movie's theme with the Roots apparel was easy," says Visual Merchandiser, Natalie Barone. "The film props were fun to work into the displays, and the finished product was young and fresh, making for a perfect pairing."

Semi-Pro is in theatres now and also stars Woody Harrelson and Andre 3000.