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Golden time for TLC - Licensing.biz

Golden time for TLC

As The Golden Compass movie hits the box office, major promotional campaign gets under way.
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The Licensing Company is forging ahead with its promotional plans for Christmas movie blockbuster The Golden Compass.

Licensees include Christy's, Corgi, CPW, Dangleez, Danilo, Eaglemoss, Mr Lucky Bags, Panini, Pobjoy, Pyramid, Ravensburger, Re:creation, Scholastic, Sega, TDP/Ackroyds, TMI and Top Trumps.

EFD has masterminded a significant marketing and advertising campaign on TV, outdoor, print and online, with in-cinema activity also secured with promotions in Odeon and Cineworld.

Promotional activities include a tie up with Burger King, which will be releasing themed kids meals with the film, and Nestle, which has been running an in-pack book promotion since mid-November.

The Christmas campaign in 125 Gap Kids stores will be The Golden Compass, with POS including leaflets, holders and various central displays. Windows will be decked out with a 'Win a Part in The Subtle Knife' competition.

HSBC will be running a competition in the top 400 High Street branches, while wobblers will be placed in 1,000 branches and be aired on the radio.

Thomson Travel (which will push the film in over 750 stores), Calypso (on-pack promotion) and Mackays Ice Cream are also partners.

Retailers have also been encouraged to range The Golden Compass in spring/summer 2008 and to think of it as more than just a Christmas film.

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