|'Star Wars' and Cola Wars|
|Key Words||Marketing, Sponsorship, Royalties, Licensing, Incentive, Earnings, Brand|
Even before "Star Wars: Episode I - The Phantom Menace" opened, related merchandise was flooding stores and the media was in a frenzy. This was part of a carefully orchestrated marketing campaign.
Pepsi, for example, is sponsoring the trilogy of movies for $2 billion. The toy company Hasbro Inc. has a licensing deal with Lucasfilm, guaranteeing an estimated $500 million in royalties from the sale of products such as Anakin Skywalker Podracer. Lego Group also has licensed merchandise. The incentive for such firms is that Star Wars is a quality consumer brand that will produce earnings. Pepsi expects to sell millions of cans of soft drinks bearing "Phantom Menace" characters.
(Updated July 1, 1999)
|Source||Stuart Elliott, "The Hype Is With Us," The New York Times, May 14, 1999.|
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