The UK led the way internationally with Star Trek taking $8.8 million in its opening weekend. In the US, the movie took $76.5 million, 50 per cent higher than industry projections.
CPLG has secured a comprehensive licensing and promotions programme for the movie, encompassing the existing fanbase of the franchise as well as considering a new generation of fans.
Click here to read the full Star Trek brand profile.
Over 27 licensees are on board, spanning across the classic and new movie programme, including Vivid Imaginations who is distributing Playmates master toy line across the UK.
“Nobody expected the Star Trek movie to out-perform to this extent. It is a very welcome surprise for retailers and ourselves and we will do our very best to accelerate toy supplies to meet public demand,” commented Paul Weston, Vivid’s UK chief executive.
“Retailers are now looking at Star Trek as a potential Top five boys property for this year with the high ticket playsets like the Starship Enterprise looking to be a major Christmas volume driver.”