Batman: Still Rising

July 26, 2012 at 7:20 pm by Ted Mininni

The last installment of the three-part Batman trilogy, “The Dark Knight Rises”, proved that this superhero’s staying power is real. There are few superheroes as iconic as Batman. Few as loved as Batman world-wide. Weekend box office for the film’s debut brought in $160.9 million, the third strongest opening weekend of all time for an anticipated film. Only “The Avengers” and “Harry Potter and the Deathly Hallows” brought in more revenue on their opening weekends.

The popularity of the Caped Crusader shows no signs of abating. In fact, the opposite is true. Batman can account for more licensed consumer product sales now than ever. Hence a large offering of licensed merchandise is rolling out to feed fans’ insatiable hunger for everything “Batman”. The expertly crafted movie trilogy only whets fans’ appetites for more.

What is licensing all about at its core? Extending fans’ experiences with a favorite property. Creating delight for fans of all ages. Letting fans engage with their favorite character when and how they want to. All of this amounts to the formation of stronger emotional ties and deeper relationships among fans and the licensed character.

That’s why licensed apparel and accessories, home décor, books, toys and games, collectibles and party supplies will fare so well. A plethora of products are being offered in more categories with notable licensees who know how to bring great properties to life for fans. Among them: Mattel, Jakks-Pacific, LEGO, Funko, McFarlane Toys, Hallmark, Kinetix Kids Republic, French Connection, Converse, New Era, Diesel, Titan Books, HarperCollins, Lava Lite, Thernos: to name but a few of the licensees bringing Batman consumer products to market to support the trilogy. All of its licensees represent key relationships for Batman’s brand owner, DC Comics.

Speaking of DC Comics, the brand wisely chose to work with licensees in not only a wide spectrum of product categories, but for many demographic groups, as well. Let’s remember that many mature adults who grew up reading Batman comic books and watching the campy TV series decades ago, love Batman as much as Gen Y, Gen X and Gen Z do. DC’s POV about Batman could be summed up in this manner: “Something for everyone”. They mean it and their licensees are delivering.

As for products, expect some amazing hi-tech gear based on the awesome gadgetry seen in the trilogy. As great as t-shirts, toys and home décor can be to consumers, they’re just the tip of the iceberg. Do shiny new products based on a blockbuster movie still engage an audience these days, you ask? Is Gotham City safer with Batman in residence?

What’s the best way to roll out licensed products in relationship to a blockbuster new movie? A few well-chosen categories at first or every product category at the same time?
Should retailers offer a dedicated "store within a store" approach to merchandising Batman products? Or is it a better approach for products to be merchandised throughout the retail environment?
Which licensed product categories make the most sense around a star property like Batman? Which don’t?

Categories:

Licensing, Consumer Products, Entertainment

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