WBCP’s largest ever EMEA retail programme gets underway

Published on: 5th April 2016

More than 50,000 retail stores are showcasing official merchandise.

batman480Warner Bros. Consumer Products EMEA, on behalf of DC Entertainment, has partnered with some of the biggest names in retail on special promotions to support Batman V Superman: Dawn of Justice, the licensor’s largest retail programme in the region.

The grocers are also going all out in support of the official Batman v Superman: Dawn of Justice merchandise campaign with all the major players in European grocery committing to in-store promotions. Examples include the UK where Tesco, Asda, Sainsbury’s and Morrison’s have committed significant cross-category support including gondola ends, TV wall support, FDSU’s, and dedicated online and digital programmes. Tesco has also invested in a permanent DC Online Hub, the launch of which coincided with the big screen debut of Batman v Superman: Dawn of Justice.

Toys are a key anchor of the licensing effort targeting children, and the outstanding line-up of global and local toy partners including global master toy licensee Mattel, The Lego Group, Rubies Costume Co., Spinmaster, Jakks Pacific, Sakar, Sambro and MV Sports are benefitting from the outstanding promotional campaign that is currently underway at Toys R Us. Taking place in over 301 stores across the UK, France, Spain and Central Europe, a dedicated feature wall has been secured in all stores and footfall will be driven by photo calls, themed events and gift-with-purchase incentives. Promotional takeovers for local Toys R Us websites, Facebook and Instagram promotions and print activations including seasonal catalogues and circulars all form part of the Toys R Us offering.

Locally, La Grande Récré is on board in France, Belgium and Spain and Smyths and Argos are running promotions in the UK. Toy Planet, Juguettos, Toy Centre, Toyzz Shop and Hamley’s are on board in Spain, Italy, Turkey and the Middle East respectively and The Toy Store will be running promotions across its stores in the Middle East and its first European store on London’s Oxford Street.


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