DreamWorks Licenses Shrek 2 to General Mills

Discussion
Jul 02, 2002
George Anderson

DreamWorks SKG awarded a license to General Mills Inc. that allows it to put characters from Shrek 2 and other animated movies on food packages, reports Bloomberg.

Food companies use movie-themed products to boost sales. General Mills put glowing pens in boxes of Cocoa Puffs and other cereals earlier this year in a deal with Lucasfilm Ltd.’s “Star Wars Episode II — Attack of the Clones.”

Moderator Comment: Should grocery retailers increase licensing promotional activity to create theme events similar to fast food operators and CPG manufacturers?

Licensing can be an expensive proposition, but the rewards associated with it can also be great.

Clean, well-stocked stores with competitive prices and courteous associates should be the primary goal of any grocer. Add to that an in-store environment that engages shoppers and you have a market leader. That’s retail-tainment! [George Anderson – Moderator]

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