Every year it is the same … licenced products perform well. Even movies that perform to average numbers at the bios office support products that sell well in retail. Then, there are the stand out licences, on which we can bank results, like Harry Potter.
Detective Pikachu looks good. The early indications are good due to the multi-faceted engagement with the licence – game, movie and the Switch.
We use licenced products in my stores to attract shoppers who would not usually think about us for plush and game related products. The licenced products usually lead to other purchases as we stock up what we can to play deep into a licence. This is where having supplier relationships beyond the traditional helps.
I especially like it when I can drive purchases from traditional categories, like cards, from a licence play. Unfortunately, too often, there is a lag for licences from that category.
To newsagents not playing in the licence space, I suggest you look at it. The new traffic opportunities are worth it.