Magazine article Marketing

Woolies Stops Being a Scaredy-Cat on Licensing

Magazine article Marketing

Woolies Stops Being a Scaredy-Cat on Licensing

Article excerpt

High street retailer Woolworths has signalled a new-found belief in the power of character licensing: a new deal with the forthcoming Tom & Jerry film marks its biggest ever investment in this area.

The company has negotiated exclusive licensing rights to run a four-week promotion throughout its 800 stores from July 19, preceding the Turner/Hanna-Barbera film's release on August 6. Despite appearing in zillions of TV shows, the famous cartoon characters have never before been honoured with a feature film.

Woolworths has previously shied away from the glitzy, high-risk world of character licensing. Heads apparently rolled after it turned down early opportunities to get in on the Teenage Mutant Ninja Turtles bonanza and, more recently, the Thunderbirds phenomenon.

Their respective mega-successes have prompted it finally to take the plunge, although the nervous retailer has been reassured by the "classic" status already enjoyed by the mischievous cat and mouse.

Tom & Jerry merchandise will feature in all areas of the stores, from food to clothes.

Attention will be drawn to products via "extensive" point-of-sale material, some of which will be collected into a single "dedicated" area. …

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