CBS launches China's first-ever Star Trek licensing push

Partners including Alibaba, China Film and Mtime are on board to release new product lines inspired by Star Trek Beyond.
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CBS Consumer Products has detailed its new merchandising slate for Star Trek Beyond in China, marking the first-ever licensing programme for Star Trek in the territory.

Partners including Alibaba, China Film and Mtime are on board to release new product lines inspired by the most recent film in the franchise.

E-commerce giant Alibaba which will showcase a full range of Star Trek products, including electronics and electronic accessories spanning USB drives and headphones, to mobile phone cases and selfie sticks.

The firm will also launch Star Trek toys, puzzles, action figures, water toys, piggy banks, vehicles, and plush as well as hats, T-shirts, matching parent-child T-shirts, sweaters, footwear, pajamas, socks and outerwear.

In outdoor and active goods, Alibaba will release skateboards, skates, protective gear and helmets, along with automotive goods such as car headrests, purifiers, decorations, cushions, seat covers, mats, and steering wheel covers with Star Trek designs.

Elsewhere, Alibaba will also debut a range of home goods, gold and silver jewellery, luggage, backpacks, and hand-held bags, alongside posters, office supplies such as paper weights, pencil boxes, pencils, paper, stationery, writing tools, greeting cards, and other paper products/

“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,” said Liz Kalodner, executive vice president and general manager of CBS Consumer Products.

“China obviously represents a massive audience and we’re looking to build the brand here in a significant way.”

Additional licensees debuting product lines in China include China Film with a series of Star Trek accessories and collectables and Mtime for wearable and portable merchandise.

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