WBCP’s largest ever EMEA retail programme is underway
Animation & Characters
Warner Bros. Consumer Products EMEA (WBCP 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 ever retail programme in the region.
From fast fashion multiples, mass market grocers, toy and department stores, entertainment retailers, drugstores, discounters, convenience outlets and online, Batman v Superman: Dawn of Justice is currently everywhere across the EMEA region with more than 50,000 retail stores showcasing official merchandise for the film that fans can’t get enough of.
Primark is leading the charge with POS executions in 293 stores across Europe, including 160 windows that are proving to be a massive draw for customers, young and old, who shop in their stores every day. This huge merchandise commitment is complimented by the ‘Find Your Hero’ social media campaign that is currently running across Primark’s social media accounts.
Huge campaigns are also underway at Spain’s leading department store El Corte Ingles. The chain is currently running a cross-category promotion in 91 stores with flagship sites featuring exhibitions of the original Batman v Superman: Dawn of Justice costumes. LC Waikiki in Turkey is also pushing boundaries with an apparel drive and branded windows across 90 stores, fast fashion retailer Jack Jones has active promotions in 400 stores across Germany, Norway, Finland, Demark and France and German-owned footwear group Deichmann has launched a Batman v Superman: Dawn of Justice –inspired footwear range in 3,300 of its European stores supported by retailer-initiated advertising and front of store promotion.
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. Great examples include the UK where the ‘big four’ of 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 taken its digital commitment one step further by investing in a permanent DC Online Hub, the launch of which coincided with the big screen debut of Batman v Superman: Dawn of Justice.
Additionally Carrefour is currently running cross-category activations in France, Italy and Spain supported by high visibility POS and in-store events backed by major media support covering online, digital and presence in the Carrefour print circulars and Easter catalogue. Likewise Kaufland is an official retail partner for Germany and East Central Europe with promotions running in 1200 hypermarkets supported by the distribution of 50 million promotional flyers and the discounters are also part of the action with Lidl stocking products in 6500 stores across the EMEA region.
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 benefiting from the outstanding promotional campaign that is currently underway at Toys R Us. Taking 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 web sites, 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 Storewill be running promotions across its stores in the Middle East and its first European store on London’s Oxford Street.
Other Batman v Superman: Dawn of Justice-inspired retail highlights include a dedicated DC Comics store on Amazon UK, France, Spain, Italy and Germany that is home to the entire range of Batman v Superman: Dawn of Justice-branded merchandise available in each individual local market. British entertainment specialist HMV is supporting the release of Batman v Superman: Dawn of Justice through a front of store, cross-category merchandising program that offers a range of products that reach beyond traditional home entertainment to include apparel, accessories, games, publishing and electronics.