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Star Trek Merch Beams into China

CBS Consumer Products has unveiled its new merchandising partners for Paramount Pictures' film, Star Trek Beyond, in China, making it the first licensing program for the franchise in the territory.

April 6, 2018

1 Min Read

Alibaba, China Film and Mtime will all release products for CBS’ film in Asia.

CBS Consumer Products has unveiled its new merchandising partners for Paramount Pictures' film, Star Trek Beyond, in China, making it the first licensing program for the franchise in the territory.

Leading the licensing program for Star Trek Beyond is e-commerce partner Alibaba, which will showcase branded products in categories including electronics, toys, puzzles, plush, apparel, footwear, luggage, jewelry, outdoor and active goods, back-to-school and more.

Meanwhile, China Film will debut a range of Star Trek accessories and collectibles; and Mtime will release wearable and portable merchandise such as mobile phone cases, key chains and power banks, as well as drawstring bags and caps, drink cups and cup toppers.

“This is a major milestone for the franchise and coincides with the Chinese premiere of the latest film installment, Star Trek Beyond, and of the celebration of ‘Star Trek’s’ 50th anniversary,” says Liz Kalodner, executive vice president and general manager, CBS Consumer Products. “China obviously represents a massive audience and we’re looking to build the brand here in a significant way.”

CBS Consumer Products’ new Star Trek merchandise will be available in Hong Kong, mainland China and Taiwan.

Star Trek Beyond debuted in Chinese theaters, Sept. 2.

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