Sony Pictures Consumer Products has given Licensing.biz a sneak preview of its plans for this week’s show in Las Vegas – revealing its booth will be themed around The Smurfs as it looks to expand the licensing drive to a new younger audience.
On top of this, Ghostbusters – which is celebrating its 25th anniversary this year – The Karate Kids (movie due in June 2010), The Green Hornet (June 2010), Eat, Pray, Love (July 2010) and retail initiatives for Spectacular Spider-man and Spider-man 4 (May 2011) will also be presented on the booth.
“This past year has been all about retro/nostalgic properties at Sony Pictures Consumer Products,” the firm’s Juli Boylan explained to Licensing.biz. “We have been building a 25th anniversary program for Ghostbusters, which will launch June 16th with the release of a new video game and the first time ever Blu-ray.
“The program has garnered tremendous traction and, while the product in the market is limited, it is selling extremely well. Our strategy was to allow the program to build virally and organically as not to inundate the market prior to the potential new film release, for which there is a script in development.”
Sony Pictures Animation is also creating The Smurfs Movie, slated for release in winter 2010. SPCP was appointed by property owner Lafig to handle the licensing and merchandising in the US and Canada for both the classic Smurfs and the movie.
“We have been very strategic in reinvigorating the brand through marketing, publicity and retail driven events,” stated Boylan. “We are first reaching out to the core fans and will then begin to introduce The Smurfs to a whole new younger audience with the film.”
And Boylan is also confident about the future prospects for the licensing industry through the recession. “While licensing is more competitive than ever before, it has never been stronger as a whole. The economy has certainly affected overall spending at retail but parents are still buying products for their kids.”