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Article: Some relationships are meant to be: the Christmas and Easter seasonal sales periods represent the most competitive sector for character-licensed products.(Focus On: CHARACTER LICENSING)
- Article from:
- Grocer
- Article date:
- October 22, 2005
CopyrightCOPYRIGHT 2005 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Sometimes a relationship just clicks. Nestle Rowntree launched three chocolate Wonka bars this year to tap in to the marketing and publicity of the film of Roald Dahl's children's book Charlie and the Chocolate Factory.
So far sales on the three SKUs have passed 5.8m [pounds sterling] and the success has been such that the lines have been continued beyond the usual four-week period after the film launch, in which most one-off licences derive the majority of their sales.
The DVD launch in November will kick-start things again just in rime for Christmas, says sales communications manager Graham Walker. "The longevity is comfortably until the end of this ...