Licensed merchandise will launch in September 2013 to coincide with the film’s release date and product will have wide distribution across a range of retailers including grocers, high street, independent, discount and online retailers.
Toy firm RMS is producing jigsaw puzzles exclusively for The Entertainer; Blues is designing a t-shirt exclusively for George at Asda; Art You Grew Up With will create limited edition art prints; Alligator Books is bringing out a range of activity and colouring books; Paper Projects is producing sticker packs; and Kennedy Publishing will include Justin and the Knights of Valour-branded activity pages, posters and covermounts in its children’s magazine titles Kraze Club and Busy Time.
Hannah Mungo, head of UK licensing at Entertainment One, said: “Courageous tales of knights, wizards and dragons will always be popular with young boys and the film has all the ingredients to make it a hit with families. Licensees signed to date have recognised the commercial potential of the property and we’re delighted to have them on board.”
eOne is supporting the theatrical release with a heavyweight marketing campaign that includes national TV advertising across key terrestrial, digital and VOD channels from the end of August through to September and significant outdoor advertising on buses, national rail stations, shopping centres and playhouses. Press, online and radio advertising with mainstream media outlets will increase exposure and the campaign will be bolstered by promotions with Little Chef restaurants and national children’s play centre chain Wacky Warehouse.
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