An effective, widely used marketing practice in the entertainment industry is entertainment merchandising. Entertainment merchandising is a form of marketing in which the brand or image from one product is also used to sell another. The practice of entertainment merchandising often occurs in connection with movies and television shows, especially those associated with children. For example, the success of a popular children’s television show may result in the marketing of toys that are designed to look like characters in the show. Or the satiation may be reversed when a children’s television show is written to include characters that are based on already-popular toys.
Now listen to a lecture from a marketing class.
(male professor): Ok, so I’ve actually got a few different examples of this. You know, uh, when I was a kid, a character named Action Hero was really popular with my friends and me. We would always watch the Action Hero program on television every week and played games pretending we were strong and powerful as he was. Then pretty soon we began seeing these small Action Hero figures in all the stores. And, well, we all just had to have them. I mean, we’ve been watching the television show for so long that it seemed only natural to want to own toys, too.
Well, I finally grew up and left Action Hero television program and toys behind. But, now, I have a 7-year-old daughter who watches television a lot and also like to play with her toys. And lately her favorite toy is a cute little baby doll with a big round face and lots of curly hair named Rosa. All my daughter’s friends have Rosa dolls, too. And they enjoy going to each other’s houses to play with them. Then a few weeks ago, my daughter came running up to me all excited because she just heard that there is going to be a new television program on every week with the doll, Rosa, as the main character. So naturally she and all her friends have begun watching the show. And it’s already very popular, as popular as the toy doll.
Using the examples from the lecture, explain the concept of Entertainment Merchandising.
Entertainment merchandising is a marketing practice using the brand or image from one product to sell another. The professor uses two examples to illustrate this practice. The first example is that when he was a kid, his friends and he liked a character named Action Hero and they always watched the Action Hero program on Television and played games pretending to be the powerful hero. After a time, they started to see small hero figures in all the stores. They all watched the TV show so long that it was natural they wanted to buy the toys. The second example is that his 7-year-old daughter and her friends like a cute little baby doll named Rosa. One day his daughter told him that a new TV program with Rosa as the main character would show every week. Naturally, she and her friends all started to watch the television show which was already popular, as popular as the toy doll.