GIRLS MONTH: Retro properties drive Paramount

Likes of Grease, Footloose, Breakfast at Tiffany's and It's A Wonderful Life set for boost in 2010.
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Paramount Licensing will have a key focus on building programmes based on some of the classic films in its portfolio throughout 2010.

The firm's library includes the likes of Grease, Footloose, Flashdance and Clueless. Executive director of marketing and retail development at Paramount Licensing, Darren Kyman explained to that apparel is the key driver for these programmes, with a host of supporting licensees on board.

"We've had great success with female-oriented categories, including home craft textiles, paper dolls and collectible dolls, as well as products with male/female appeal, including Halloween costumes, greeting cards, electronic goods and even personal financial products," Kyman said.

In addition, the firm has a successful range of collectibles and apparel for its Audrey Hepburn titles, including Breakfast at Tiffany's, Roman Holiday and Sabrina.

"Jun Planning has done a line of dolls with various iconic outfits from these films which are selling strongly, as is the Breakfast at Tiffany's costume, replete with pearl necklace and tiara from California Costumes," Kyman added.

New rhinestone necklaces from Bradford Exchange are also due to hit retail, replicating the one featured in Grace Kelly's To Catch A Thief.

Moving into newer properties, and Angel Cat Sugar - represented by Paramount in North America - has recently seen the launch of a series of books from Scholastic.

Finally, for holiday 2010 and 2011, Paramount is developing a retail push with Coca-Cola for a family targeted holiday-themed merchandise programme involving It's A Wonderful Life.

"Specially designed artwork combines the film's name and the beverage logo with a vintage feel that conveys the holiday warmth of the film," Kyman said.


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