Star Trek - Report - Building an Enduring Brand

For half a century, the Star Trek franchise has ushered in generations of fans that continue to support the enduring evergreen. This year, CBS Consumer Products will celebrate the monumental milestone with innovative and engaging live events, product assortments and marketing campaigns, ensuring that the franchise will go on to celebrate many more years of success.

April 10, 2018

Live Long and Prosper

For 50 years, Star Trek has managed to “boldly go where no man has gone before” and carve out a significant piece of pop culture history for itself. Since 1966, the Star Trek juggernaut has seen six iterations of its flagship TV series and 12 (soon to be 13) films continue the storyline and build out the franchise.

But, and perhaps most importantly, this iconic and continually relevant entertainment property has inspired a truly passionate fan base that in many ways has built an industry around itself, from licensing as we know it today to conventions and fan engagement activities.

“We look at Star Trek as one of the most loved and most influential brands of the last half-century,” Star Trek changed television, people’s lives and their perspective, and because of that, it has resonated for 50 years.”

Liz Kalodner, executive vice president and general manager, CBS Consumer Products.

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