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COMMENTARY: Star Trek’s Loyal Fan Base Helps it to Prosper

by Ali Mierzejewski, Assistant Editor

In a year where classic brands are making a huge comeback, one brand that stands out among the rest is Star Trek. Chosen as TV Guide‘s No. 1 Cult Series of all time, Star Trek has always had a loyal fanbase of “Trekkies” to support the brand. And these fans are devoted. The first space shuttle was named Enterprise after an intensive write-in campaign from Star Trek fans to NASA.

WIth all the hype of the new movie Star Trek Into Darkness drawing in new fans, and the faithful following of already established Trekkies, CBS Consumer Products has signed on a slate of new licensees in order to bring the characters, ships, and all-else Star Trek to life. Check out some of the new products below:

More than four decades after they first squared off on an isolated desert planet, Captain Kirk faces off with the menancing Gorn species in a new video game from Namco. The two former foes go head-to-head in the Star Trek video game, released on April 23.

Chronicle Books will publish How to Speak Klingon, a book of illustrated scenarios that will help any Star Trek fan avoid dire intergalactic incidents by helping he or she master the harsh, guttural language of Klingon. IDW Publishing will join with Paramont Pictures, J.J. Abrams’ Bad Robot Productions, Kurtzman/Orci Productions, and CBS Consumer Products in order to publish a limited comic book series. This four-book series will be tied to the new Star Trek Into Darkness movie.

Hasbro's Kre-O U.S.S. Enterprise

Additionally, Hasbro and Mattel launched new toy lines in support of the new movie’s theatrical release. Hasbro will offer a line of Kre-O Star Trek building sets, featuring the characters and spaceships from the franchise. These sets will include Kre-O bricks and new Kreon figures in the likeness of popular characters. Mattel has created a line of die-cast models inspired by the Star Trek franchise. The detailed miniatures include the U.S.S. Enterprise.

So, while I myself am nowhere near Trekkie status, it is easy to see that these new products help keep this classic brand current, and that is a major part of making any brand timeless. With more than 700 hours of entertainment across six TV series and 12 movies, and more than 70 million books in print, Star Trek will surely live long and prosper.

For more commentary from Ali, check back often. Views expressed in this column are solely those of the author and do not necessarily reflect the views of The Licensing Book as a whole. We hope that you will share your comments and feedback below. Until next time!

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