Warner Bros. Consumer Products EMEA (WBCP) is teaming up with a string of retail partners to help support the new film Batman v Superman: Dawn of Justice.
So far, more than 50,000 retail stores are showcasing official merchandise based on the movie, including fashion outlets, toy and department stores and grocers.
Firstly, Primark is leading the way with POS executions in 293 stores across Europe, including 160 windows that are proving to be popular with shoppers.
Spain’s department store El Corte Ingles is also running a cross-category promotion of 91 stores, with flagship stores presenting exhibitions featuring costumes from the film.
Footwear group Deichmann has also launched a line of footwear inspired by the film, while grocers including Tesco, Asda, Sainsbury’s and Morrison’s are launching cross-category support, including TV wall support, FDSU’s and dedicated online and digital programmes.
Meanwhile, toy licensees including Mattel, Rubies, LEGO and Spin Master are all benefitting from Toys R Us’ promotional campaign.
In over 301 stores across the UK, France and central Europe, a dedicated feature wall will be on show, as well as themed events and gift-with-purchase incentives.
Other retailers also getting on board include Smyths, Argos, The Toy Store, Hamleys, Jack Jones and Carrefour.