Sony Pictures Consumer Products Takes on TV Licensing
Sony Pictures Entertainment’s consumer products group assumes licensing duties for the studio’s TV-related properties from Sony Pictures Television Network (SPTN) with a goal of expanding those brands in mobile games and apparel as well as in international markets, says Sony’s Jamie Stevens. The changes came as part of a broader restructuring at Sony earlier this year.
The change in licensing oversight for TV properties, which occurred during the past few months, gives the consumer business responsibility for properties such as “Breaking Bad”, “Better Call Saul”, and “Outlander” as well as “Cobra Kai”, which is based on the Karate Kid movies and was renewed for a second season on the YouTube Red streaming service. In addition to new product categories, the consumer division also will move to expand the TV properties’ product distribution in international markets, especially with Outlander, which has “a lot of opportunities” as it gains exposure in new regions, says Stevens.
The licensing for TV IP was previously “very focused on serving the fan and collector market; we are looking at expanding that to a broader audience,” says Stevens.
Meanwhile, with a new Men in Black film due U.S. release in June, SPCP has signed with a fashion designer to create men’s and women’s collections based on the films’ apparel, such as the black suits, says Stevens. SPCP will continue with licensing staples for the film such as t-shirts and interactive games, but the movie itself is “very global and more contemporary” and “we felt the licensing program needed to feel more fresh,” which can be highlighted by a fashion collaboration, says Stevens.
At the same, SPCP is gearing up in 2019 to mark Ghostbusters’ 35th anniversary with a licensing program that will take its cues from the 1984 film. Sony also will have a Ghostbusters fan event at its Culver City studios in fall 2019 and sponsor a series of concerts featuring music from the films. “Right now the ‘80s are trending and retailers were asking us for things from the original movie; not to acknowledge that the film is 35 years old wouldn’t be feeding the fans,” says Stevens.
Sony Pictures Entertainment, Jamie Stevens, EVP Worldwide Consumer Products, 310-244-6269, Jamie_stevens@spe.sony.com