Claire's Becomes a Twilight Destination

Fashion accessories and jewelry chain, Claire's, has become a destination retailer for Twilight Saga merchandise across 831 branches in the U.K. and Europe throughout 2010. The first products hit Claire's stores on March 22 with the DVD release of The Twilight Saga: New Moon.

The retail program will be supported by dedicated Twilight Saga areas in-store and a window presence. 

The Claire's promotion will be tailored to the movie release schedule, including the theatrical release of The Twilight Saga: Eclipse (summer 2010), followed by its DVD release later this year.

"The Twilight Saga is the perfect brand for our customer," says Melanie Berry, Claire's executive vice president and general merchandise manager. "We are excited by our long-term partnership and eagerly anticipate the launch of the DVD and next theatrical release The Twilight Saga: Eclipse."

In addition to the Claire's program, U.K. licensees signed up for The Twilight Saga include Hallmark cards, Underground Toys (distributing Cardinal board games), Lazerbuilt for mobile phone accessories, Ravensburger and pan-European confectionery partner, Bon Bon Buddies. The Twilight Saga's global licensee, NECA, continues to produce a flourishing product range, including apparel, accessories and bedding available at Argos (U.K. distributor Zap).