‘Pogs’ craze triggers soft drink launch

The Californian toymaker behind a UK playground craze is launching a range of spin-off food and drink products across Europe.

The World POG Federation, which markets Pogs, is believed to be in negotiations with US drinks giant Royal Crown to launch a soft drink.

The move could herald Royal Crown’s first move into the UK. The company markets the third best selling cola brand in the US, RC Cola.

Last year, Pogs generated UK retail sales of more than 25m. Now the company aims to launch Pog drink – which already sells in some US states and Canada as a chilled fruit drink – in the summer.

The drink, which is sold in cartons in the US, is unlikely to be in the same format in the UK.

The World POG Federation is also negotiating licences to sell Pog branded merchandise such as backpacks and clothing. It is understood to be looking for a UK ad agency.

Confectionery products, Pog jellies and Pog Easter eggs have recently gone on sale in the grocery multiples, made by Packateers.

Latest from Marketing Week

Marketoonist on whack-an-idea

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here