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April 6, 2018
Entertainment One has unveiled its robust, European licensing program in anticipation of Disney’s The BFG, in theaters July 22 in the U.K.
eOne is distributing the film theatrically in the region and managing licensing for the program.
The BFG merchandising program includes a lineup of U.K. and European licensees across apparel, toys and games, stationery, home, giftwares and FMCG. Products inspired by the film will be available at U.K. high street and online retailers including Amazon, Debenhams, Foyles bookshop, Hamleys, Harrods, John Lewis, Smyths and Toymaster.
eOne is also working with its Spanish licensing agent, Planeta Junior, and the U.K. licensing agent for Quentin Blake’s illustrations of The BFG, DRi Licensing, to maximize the film’s retail presence in-store and secure cross category free-standing displays.
The studio has also secured a number of promotional partnerships for the film including:
Bensons for Beds for TV advertising and holiday promotions;
Pizza Hut for The BFG-inspired kids’ menus and 8-page activity booklets in more than 272 restaurants;
Parcelforce Worldwide for The BFG branding on a raft of its trucks, as well as additional expose online and its its depots;
Joe and Seph’s for a new Frobscottle popcorn recipe in honor of the movie;
Chiltern Railways for general branding; and
SSE Airtricity, an Irish energy firm, for general branding.
Additionally, eOne, Save the Children, VisitLondon.com and The Roald Dahl Literary Estate have joined forces for a new public art trail throughout the streets of London and key locations in the U.K. to celebrate the film’s release. The BFG Dream Jar Trail will launch July 9 and will end Aug. 31.
“There’s tremendous excitement building up as we approach one of the summer’s biggest movie events,” says Hannah Mungo, head, U.K. licensing, eOne. “We’ve secured a fantastic line up of partners for The BFG movie who have created a comprehensive merchandise range that truly captures the magic of the movie. The strong network of promotional partnerships and above the line marketing campaign that eOne has engineered for the film’s release will deliver impact for our partners at retail and we look forward to seeing the products on shelf.”
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