Feedback: Brands with buzz

The last few years have seen an explosion in new licences hitting the market, covering everything from film and television to gaming characters and collectable toys. As children – and adults – devote more time and attention to their favourite brands, we ask industry experts to share their opinion on to what degree that is reflected in the party market.

Julie Dommett, head of marketing, Pioneer Europe

“We’ve seen great results in our Star Wars and Avengers balloon and partyware ranges thanks to the recent movie releases and expect to continue this momentum when the DVDs come out.

As far as new brands go, we think that Jurassic World is set to be huge, as the movie appeals to people who grew up with the original movies as well as a new crowd from the more recent movies. And every kid loves a big dinosaur balloon!

So far there has been a fantastic response to the new Incredibles trailer – which has been watched over 82 million times on YouTube. Pioneer is proud to launch a new range of Qualatex Bubble balloons and latex featuring the key characters.

The industry has changed a lot over recent years – I would say that the biggest change is that there are now quite a lot of film reboots and series, rather than a one-off standalone movie. This means the licenses attract a larger audience over a number of films which gives the product far more longevity.”


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