SPIDERMAN – SET TO BE A SUPERHERO SALES SUCCESS FOR IMPERIAL

Spiderman, one of the most popular and commercially successful superheroes, is the latest licensing initiative from Imperial International, one of the fastest-growing housewares companies in the UK. Imperial has long been at the forefront when it comes to spotting the potential for licensed products in the housewares sector and the new innovation features Spiderman on a high quality range of utility storage boxes manufactured by Imperial’s Swiss trading partner, Rotho. The latest launch capitalises on the enduring popularity of the Spiderman film franchise and will be well-timed to capture the excitement which is certain to surround the release of Spiderman 4, the first 3D film in the series, due to be screened in 2011.

It also comes at a time when consumer enthusiasm for character merchandised products is at an all-time high. On a worldwide basis character licensing is now a £27 billion industry, driven by global cultural and entertainment trends. Spiderman is rightly viewed as one of the most desirable properties in the sector, with licensed products appearing in a vast number of sectors since the release of the original film in 2002, and increasing the “must have” nature of the character.

Imperial’s new range is designed to appeal to males in three distinct target age groups – 4-9, 10-12 and 13-19+. It comprises modern utility storage boxes, manufactured to provide strength and flexibility. There are 5 litre, 18 litre and 45 litre versions, including a roller option. There is also a 0.9 litre ‘fun-size’ version.

All the products in the range are manufactured to the high standards set by one of Europe’s leading manufacturers of utility plastics. In particular the graphics are applied using inline moulding technology, meaning they are not stickers or transfers, but are applied as an integral part of the plastic manufacturing process. The superior quality of the colour in the graphic will provide massive impact at point of sale, enhancing the utility storage fixture in-store and helping drive growth through the category. In order to maximise this opportunity all products will also be available on pallet display units.

Spiderman is the latest example in a long line of successful licensing activities from Imperial and for the first time ever, an entire stand at Autumn Fair is devoted to this growing part of their business.

Another recent character licensing launch from Imperial has been the Tatty Teddy design from the Me to You brand. Tatty Teddy’s timeless illustrations have been popular with young and old alike, communicating warmth and happiness, and touching people’s lives all over the globe. The design is featured on textiles, including an apron, tea towels and oven gloves and a glass worktop saver. It is planned that the range will be further developed into other kitchenware accessories including storage canisters, bakeware, scales, tools and gadgets and plastic food and home utility storage, creating a fully coordinated range for all around the home.

Market trends show that wartime themes are very much in vogue at the moment and Imperial’s new licensing agreement with The National Archive gives them access to over 1000 years of the Nations records. One part of the 11,000,000 historical, government and public records are the well-known wartime posters. Harking back to the wartime spirit of endurance and endeavour, these include ‘Keep Calm and Carry On’ and ‘Go To It, Keep At It’, which are set to feature on product ranges from Imperial in the coming months.

“Character and theme licensing have been important elements of our business ever since we introduced the first Ready Steady Cook products in 2004” says John Newcomb, commercial director at Imperial. “These were quickly followed by the V & A, BBC Easy Cook and BBC Good Food and now this year’s innovations with Me to You, Spiderman and the National Archives. These ranges tap into consumer enthusiasm for popular themes, they invigorate the category and add huge interest at the point of sale. It is an area which we intend to develop further in the future.”

ENDS