Retail Merchandiser - March/April 2017 - 19
SONY PICTURES CONSUMER PRODUCTS
t Sony Pictures, consumer products has become an area of
renewed focus in the motion picture group. Last year, the
Culver City, Calif.-based company tapped veteran marketing
and licensing executive Jamie Stevens as executive vice pres-
ident of worldwide consumer products and licensing. Today, Stevens oversees the motion picture group's product and licensing opportunities for the
studio's IP, including such film franchises as Jumanji, Hotel Transylvania,
Jamie Stevens, executive vice president
of worldwide consumer products and
Culver City, Calif.
The Smurfs and Ghostbusters.
According to Stevens, she believes that Sony Pictures' focus
on developing merchandisable films, especially in animation, will lead to long-term revenue potential for the studio.
"I now have a seat at the table when a decision is
made about the types of film we make," she says. "It's an
important step that addresses our growth in the global
marketplace and sets us apart from other studios. I joined
the company almost a year ago and I looked at this as an
opportunity to refocus the Consumer Products group and
bring in top talent that could help take our licensing business and our properties to the next level."
That includes a focus on the global marketplace. "We
see a tremendous opportunity to grow our overall business,
especially in emerging markets," Stevens explains. "That is
why we are focused on ensuring our properties have
representation around the world. For example, China is a
hot region right now and we need to be nimble and smart
about how we enter this market."
In addition, Stevens notes that the motion picture group
is committed to bringing in new intellectual property
and building franchises. "Sony Pictures Animation has
doubled their output and will continue to do so," she says.
"This side of the business offers opportunities for consumer products, and the future roster of films are very consumer-product friendly.
"Not only are we looking at films as a content source,
but also television, digital, interactive VR and short form
content to tell our stories," she continues. "There are tremendous opportunities to extend the life of our IP. Historically, competition came from other movies and television
shows. Today, there is a wealth of options particularly in
the digital space for kids and parents."
sylvania, and new animated films including THE EMOJI
MOVIE and Peter Rabbit; a live-action/CG motion picture
based on the internationally beloved series of books. Additionally, the company also has an exciting slate of live-action
titles, including Jumanji and The Dark Tower.
Over the next 18 months, Sony Pictures has a strong lineup of films, such as the franchises Smurfs and Hotel TranMarch/April 2017