The movie may not be due to hit cinemas until winter 2008, but Target Entertainment already has its style guide in place for The Nutcracker and is ready to start signing up licensees.
The licensing programme for the movie will be split into three areas – girls 4-9, boys 4-9 and adult (predominantly females aged 35+). The girls’ category will take inspiration from the Magic and Fantasy elements and will include toys, publishing, apparel, confectionery, gifts and greetings, while boys will be inspired by the Rat Kingdom/Adventure, including graphic novels and action figures.
Finally, the adult category will follow the theme of festivity, with homeware/tableware, festive decorations and gifts, plus publishing including a behind the scenes coffee table book.
The aim is to create something for everyone, while extending the brand beyond the Christmas period is also vital. Target is currently projecting that the first products will arrive in October 2008, with the movie in November and the DVD release, plus a refresh of all consumer product lines, for autumn 2009.
Meanwhile, the style guide itself – which has been created by Red Central – has also been split into three groups. ‘Christmas’ will take inspiration from the art deco designs in the film and uses the claret colour to reinforce the sumptuousness of the season; ‘Wonderland’ uses the dolls house and ballet and includes wood cut designs with photo elements; and ‘Rat Kingdom’ takes its feel from the villains of the film and will be dark and moody with a military look.
Target is now working on its PR and marketing plans for The Nutcracker, with several ideas in the pipeline. The movie has a $70m budget and will mix live action with special effects. International distributor is Odyssey Entertainment.