TV’s Lost hunts rights buyer for featured chocolate brand

Confectionery companies are being courted by the makers of cult US drama Lost to buy the rights to a chocolate bar brand that is featured in the second series.

Industry insiders say that Touchstone Television, a subsidiary of Disney’s ABC, was forced to create the Apollo chocolate bar after it failed to sell a product placement spot for the bar.

But following the success of the series, which follows a group of plane crash survivors stranded on a desert island, Touchstone plans to sell the rights to a confectionery company to manufacture and distribute the bar.

The bar only made a fleeting appearance in the pilot episode but dominates a scene in the second series when one of the characters discovers a store of Apollo bars.

A range of Lost merchandise is already available in the US, including mugs, T-shirts, sports bottles and flight bags.

The series has been a hit for Channel 4, which spent over &£1m promoting it before it broadcast the first episode last August. It is understood that the second series will be shown later in the spring. It has already started in the US.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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