E1 seals Twilight deal with Claire's

Merchandise for film brand to be stocked in over 800 branches in the UK and Europe.
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Popular teen High Street destination Claire's is to stock a range of Twilight Saga merchandise.

A comprehensive product range will appear across 831 branches in the UK and Europe throughout 2010, with Claire's UK also stocking DVDs. The retail programme will be supported by dedicated Twilight Saga areas in-store and windows devoted to the brand.

The Claire's promotion will be focused around key months in the movie release schedule, including this month in support of the DVD launch of New Moon, the cinema release of Eclipse in the summer and the DVD later this year.

"The continued demand for merchandise in the UK is a testament to the strength of The Twilight Saga," said Ami Dieckman, licensing manager for film brands at E1. "Claire's are the ideal partner to represent the brand on the High Street."

Melanie Berry, Claire's executive VP and general merchandise manager, added: "The Twilight Saga is the perfect brand for our customers. We are excited by our long-term partnership and eagerly anticipate the launch of the DVD and next theatrical release."

In addition to the activity with Claire's, Twilight's global licensee NECA continues to roll out the likes of apparel, accessories and bedding (available in Argos, UK distributor Zap). Other UK licensees include Hallmark, Underground Toys, Lazerbuilt, Ravensburger and pan-Euro confectionery partner, Bonbon Buddies.

Twilight Beauty cosmetics lines were also launched last November.


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