Failure to qualify shouldn't have meant failure to capitalise on licensing push, says WBCP.
A senior Warner Bros official has told Licensing.biz he believes UK retail is missing out on potentially lucrative Euro 2008 merchandise sales, and that the tournament could have been big business on the High Street despite no home countries qualifying.
Senior VP, sales and business development for Europe, the Middle East and Asia, Bruno Schwobthaler, commented: "Regrettably, yes, distribution of the product range is limited in the UK.
"This will result in missed sales as football fever has still hit the territory. Games are being watched, people have picked a 'second' team to support and internet traffic shows that there is a very high interest coming from the UK."
The Euro 2008 licensing programme includes nearly 3,000 products, with Panini stickers, t-shirts, scarves, balls and plush expected to be amongst the biggest sellers.
To read the full interview with Schwobthaler, click here.