Consor predicts Hunger Games to be the next big licensing property since Harry Potter.
The Hunger Games franchise began with page one. Consor thinks the author may have been developing the licensing strategy while writing the book. Licensing strategies pull from the main property and create products that fit. The Hunger Games has an edge, in that the licensing strategy is cleverly built into the story.
What has made the book (and sequels) so popular, is not only the excellent story writing by Suzanne Collins, but the detail in the costumes, the meals, the weapons (written with licensing in mind) can all be imagined in the minds of the readers, and dutifully manufactured by eager licensees. And all before anyone ever saw the movie version in a theatre. Prior to the movie opening this weekend, we have already seen the likes of licensed products we have never seem before, possibly more so than the Harry Potter and Twilight sagas.
Look at what’s trending now in the social marketplace. There are an amazing number of Pinterest pins related to the Hunger Games. You can find pins that show Hunger Games Snuggies, headbands, Mockingjay jewelry, mini-parachutes, wedding theme ideas, bow and arrows, nesting dolls, needlepoint maps, cookbooks, etc. All pins leading back to a website where fans can purchase these must-have licensed items.
The Etsy website features over 4,600 items related to the Hunger Games, with eBay listing over 5,000 products. The Hunger Games Movie Facebook page has over 3,300,000 likes with the wall posting links to purchase game apps, songs on iTunes, and of course movie tickets.
Going back to the licensing strategy, and the unintentional (or was it brilliantly intentional) benefits from the story, take a look at the main character Katniss. Katniss, a female, who has a large young fan base who have willing parents to buy all the stuff their little survivor princesses desires. All the nail polish (OPI and China Glaze), doll outfits (Barbie and American Girl), and of course bow and arrows that a little girl would want. And we’re sure all the Pinterest boards dedicated how-to’s of the multiple ways to braid your hair, is somehow related to Katniss’ hairstyle of choice – you can see all the related hair products on the store shelves now.
The beauty of the Hunger Games is that the action-packed story relates to both girls and boys, much like Harry Potter. Katniss is like Hermoine, as Peeta is like Harry. Boys love to play with weapons (it must be in their DNA) and the Hunger Games provides all the licensed play swords, knives, spears, shields, and dress-up outfits that a mom can handle in her home.
We can even see Girl and Boy Scouts handing out some sort of Mockingjay badge for being able to forage the forest for edible berries, spear fishing in the stream, or skinning a rabbit for dinner. By the way, SkinIt is offering Hunger Games covers for your MP3 players.
Even adults can get into the buying frenzy. There are the elaborate outfits that Katniss wears (watch for a growing need for personal stylists), which scaled down would be perfect for the school auction night, or Hunger Games-inspired backyard dinner parties, and possibly dressing in those hunting outfits for the next neighborhood costume party. Family camping vacations will probably surge too – is there someone licensing the Hunger Games sleeping bag and backpack kit Katniss was using yet? What about relieving your thirst with some Hunger Games bottled water? Just a thought.
Overall, Hunger Games will be a bonanza for licensed merchandise. All the apparel, toys, even theme parks, is ready to be licensed; primarily because the book created products in advance. To develop their licensing strategy, all the marketers really had to do was read the book.
Here at Consor, we’re delighted to see the Hunger Games culture blossom through licensing. Consor’s continuing series for The Licensing Journal touch upon the relationship between licensing and social media platforms, such as how social media has contributed to the attention given to Hunger Games products. Consor encourages our readers to comment on their experiences with social media and licensing. Feel free to comment below, or on our Consor LinkedIn page.