Marks & Spencer is launching its largest-ever range of character merchandise after signing licensing deals with MCA Merchandising for Steven Spielberg’s latest movie, Casper.
M&S will sell Casper-branded clothes and foods, including cakes and sweets. Products will be available in the store later this month supported by point-of-sale material and a promotional campaign.
The retailer is one of 50 UK licensees who have signed up for association with the film, which opens in UK cinemas on July 28.
Keith Isaac, MCA Merchandising senior vice president international, claims the size of the Casper licensing programme could rival that of Jurassic Park. Jurassic Park, released in cinemas in 1993, made more than $1bn (630m) in global retail sales.
Other UK licensees include SmithKline Beecham, which takes its first step into movie merchandising for Ribena. Its instant-win promotion offers 100,000 prizes and up to 1,000.
Casper is a live-action movie with computer-generated special effects based on the comic book and TV cartoon character Casper the Friendly Ghost.