Retail Merchandiser - January/February 2015 - 34

SONY PICTURES CONSUMER PRODUCTS

License to Amaze

Sony Pictures Consumer Products is growing its licensing arm by seeking out innovative
licensing opportunities for its theatrical and television properties.
able background. "We probably have hundreds of
years of experience collectively on the team," Economos calculates. "The experience of the group as a
whole varies, but it's a really good group of people."
How does the group examine a company property and decide if a licensed product or program can
be profitable? "Our process is basically 1) we read
the scripts for both television and film, and 2) then
the team focuses on the ones we feel will be merchandisable," Economos explains. "We look at what
the demographics are of that content. Are there elements or characters we feel - whether it's a visual
creative element or an audio element - that are iconic enough to be merchandisable?"

Theatrical Licensing

Sony's upcoming theatrical release, "Pixels,"
will lend itself to many licensing opportunities.

S
Gregory Economos,
Senior Vice President
of Global Consumer
Products
www.sonypictures.com
Culver City, Calif.

34

uccessful licensing is a multidisciplinary
activity that requires extensive experience
and expertise in creating and producing
products. "There's no rule of thumb or set
formula," asserts Gregory Economos, Sony Pictures
Consumer Products senior vice president of Global Consumer Products. "Yes, there is a strategy but
also a gut experience based on the group's collective
thinking on what could work."
In the case of Sony, that is a highly experienced
"collective gut." Economos has been in the licensing
business for 20 years representing a diversity of properties. His team also comes with a highly knowledge-

RETAIL-MERCHANDISER.COM

January/February 2015

"On the theatrical side, we really look at all the family films, and we like ones that have characters or
elements we feel will appeal to the core consumer,"
Economos says. For Sony's release this past Christmas of a new, modern version of the musical "Annie," 25 different pieces of fashion apparel and accessories were created and sold exclusively at Target,
including Annie's iconic red dress that was featured
in the movie.
"We took a little bit of a different take on traditional licensing," Economos says. "We weren't just
using images from the movie on apparel. We worked
with the movie's costume designer, Renée Ehrlich
Kalfus, who created a unique line of inspired-by
fashion apparel for teens and tween girls."
Additionally, Scholastic has published two popular formats for the film and Carol's Daughter has
brought to market a line of hair care products that
included a shampoo, conditioner and detangler.

Upcoming Film Properties
Innovative licensing strategies are planned for many
of Sony's upcoming theatrical releases, starting with
"Pixels" ( July 24th, 2015). Pixels features iconic video games such as Pac Man, Donkey Kong, Centipide, and Q*bert that will lend themselves well for


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