First released in 1961, Breakfast at Tiffany’s tells the story of New York socialite Holly Golightly, who becomes interested in a young man who moves into her brownstone on Manhattan’s East Side.
The cinema classic – starring Audrey Hepburn and George Peppard – picked up two Oscars and has shifted over two million DVDs worldwide in the past three years. Almost 50 years on, the film still strikes a chord.
“The whimsical attitude of Holly, the romance, fashion and the great musical score have all contributed to the enduring appeal of Breakfast at Tiffany’s,” Darren Kyman, executive director, marketing and retail development at Paramount Licensing, explains to Licensing.biz. “In fact, Audrey Hepburn posters surfacing in the bedrooms of key characters on hit TV shows targeting young women like 90210 and Gossip Girl speak to her timeless appeal.”
There are currently about a dozen licensing partners on board for the property, with the most popular categories being collectibles, publishing and social expressions. Key licensees include American Greetings, California Costumes, Culturenik, Pyramid International and Vandor. Plans are also currently being finalised to capitalise on the 50th anniversary next year.
“We have a publishing partner on board creating a 50th anniversary commemorative book that will be available next year,” Kyman continues. “Additionally, we have partners who will leverage the anniversary logo we’re creating and cross-market product with our anniversary home entertainment releases.”
Although plans are sketchy at the moment, Kyman says there will be special retail and marketing activity around the anniversary, while it’s likely other product will be launched, as well as the DVDs.
“There are always going to be a myriad of challenges when licensing any classic property from talent rights, available artwork, etc,” Kyman points out. “In the case of Breakfast at Tiffany’s, we have a very fruitful working relationship with the key stakeholders for this property. We all share the same goal – to protect and carefully manage all products containing the Audrey Hepburn image, and images from all of her Paramount Pictures films.”
Kyman has clear aims of what he wants to have achieved with Breakfast at Tiffany’s by the end of 2011. “We hope to properly pay tribute to this classic film property with a great anniversary merchandise programme across many levels of retail distribution.
“Breakfast at Tiffany’s is an enduring brand that we will continue to expand and make high quality product available to current and future fans of the film.”