Within two weeks of release, inspired-by casual video game “The Hobbit: Armies of the Third Age” hit 1 million for licensee Kabam.
“Fast & Furious 6,” “The Great Gatsby” and “The Hobbit” are generating licensed merchandise that is marketed as “inspired by” those movies.
The amorphous “inspired by” arrangement is a loose connection because the licensed products are not seen or heard in the film itself, but the inference they could have been. So these are simple to create since they are not limited to what is in a film, which requires long lead time to place. Further, the “inspired by” licensed items are more interesting than mundane movie merchandise such as coffee mugs and posters that are simply adorned with logos and images.
All 79 stores of the G by Guess apparel chain are stocking clothing “inspired by” “Fast & Furious 6,” which can be described as natty but blue-collar grunge. Some 30 stores will mount special in-store events launching the clothing line in what also promotes the movie.
“A limited-edition capsule collection for guys and girls will hit G by GUESS stores beginning May 14 and an exclusive sneak peak is available at GbyGuess.com/’Fast6,’” says a press release of the clothing outfit. “The collection is the result of collaboration between G by GUESS and Universal Partnerships & Licensing.”
The clothing tied to the movie will have in-store signage for the movie, so that’s a plug for the May 24 release from Universal Pictures with fast cars driven by brash youth. “Fast & Furious 6’s” logo will be on the clothes and on hang-tags attached to the clothing.
A Wall Street Journal article says clothing inspired by “The Great Gatsby” is popping up at high end retailers and fashion labels—in some cases apparel true to the movie’s 1920s period with some modern tweaks. Miuccia Prada created costumes in the movie.
“To move from runway to soundstage, Ms. Prada toned down colors to a softer period palette, altered necklines, removed decorations, and added dropped waists, fringe and other details popular in the ‘20s,” says the “WSJ” article by Christina Binkley. “Turning to luxury brands for costumes has an advantage for the film: It unleashes the brands’ own publicists. Tiffany on Wednesday opened new ‘Gatsby’ store windows at its Fifth Avenue flagship, along with a ‘World of Gatsby’ display in the store. Tiffany has created a special collection for sale that includes Art Deco ‘GG’ cuff links—recalling a ‘JG’ pair shown on the film’s Jay Gatsby.”
Moving from physical products to software, Warner Bros. Interactive Entertainment released game “The Hobbit: Armies of the Third Age” on Facebook and other free-to-play casual games platforms a few weeks ago. Game maker Kabam teamed with Warner and the game is available in English, French, German and Spanish. After being posted March 21, “The Hobbit: Armies of the Third Age” hit 1 million users by April 15.
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