Entertainment One (eOne) is gearing up for the launch of The BFG’s European licensing program.
The products are poised to hit retail beginning next month, ahead of the Steven Spielberg-directed film’s theatrical release on July 22.
eOne—which is distributing the movie theatrically in the UK—has pan-European licensing rights to The BFG with a lineup of UK and European partners across apparel, toys, games, stationery, home products and giftware.
eOne is also working with its Spanish licensing agent Planeta Junior as well as DRi Licensing—the UK licensing agent for Quentin Blake’s illustrations of The BFG—to secure cross-category FSDU displays.
The licensing program is targeting boys and girls ages five to 12, with a secondary audience of adult fans who remember The BFG from their own childhoods. Products inspired by the film are headed to Amazon, Debenhams, Foyles bookshop, Hamleys, Harrods, John Lewis, Smyths and Toymaster.
Additionally, promotional partnerships for the licensing program include Bensons for Beds, Pizza Hut Restaurants, Parcelforce Worldwide, Joe and Steph’s, Chiltern Railways and SSE Airtricity.