Fox Consumer Products builds ecommerce programme - Licensing.biz

Fox Consumer Products builds ecommerce programme

US growth planned with new platforms; international debut in China on way.
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Fox Consumer Products is expanding its ecommerce business, with a robust programme in the US and internationally.

As part of the strategy, the firm is integrating brand specific shops via social media platforms, well-known entertainment sites and exhibitors, while building its ecommerce model in various territories across the globe, starting this month with China.

In the US, a special Prometheus shop has already launched, featuring merchandise exclusively created for online, on the film's Facebook page. The shop allows fans to purchase logoed product based on Weyland Industries (the fictional company portrayed in the film) directly on the page without being routed to another online retailer.

Other product introductions are expected to follow after the film's release.

The strategy was previously executed for Glee, Family Guy and Sons of Anarchy, and incorporates the company's On Demand fulfillment model that curtails inventory surplus for partners.

Meanwhile, a new localised version of the Fox Shop has launched in China on TMALL.com. The same localised format will roll out to the UK later in the year, with plans to hit more territories through 2012 and beyond. Each market will feature unique product tailored for particular audiences based on the popularity of various IP and cultural influences.

"These are all significant steps in monetising our IP and populating online destinations where we know fans are already congregating," said Jeffrey Godsick, president of FCP. "It also provides fans in each market a guarantee of official Fox merchandise that is specifically tailored for them. This is a game changer for us."

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