Product Launches: Spin-off success
Seen the programme but where to buy the T-shirt? Donna Werbner reports on how PROs launch spin-off merchandise. Blame it on Dipsy, Tinky Winky, Laa-Laa and Po. Before the Teletubbies, the sight of spin-off merchandise bursting from shop shelves was relatively unusual. But today, consumers are inundated with opportunities to buy TV and film spin-off products, from Harry Potter sleeping bags to Balamory story-go-rounds. And never more so than at Christmas, when a stream of new merchandise hits the high street. In a market where competition is fierce, PROs need to think of that something extra to ensure spin-off products stand out when launched.