Star Trek Licensing Program Arrives in China


NEW YORK: CBS Consumer Products has launched an all-new merchandising slate for the film Star Trek Beyond in China, marking the first-ever licensing program in the territory for the hit franchise.

Alibaba, China Film and Mtime are on board to release new product lines inspired by the Paramount Pictures feature film Star Trek Beyond for fans in Hong Kong, mainland China and Taiwan. Alibaba will have a full range of Star Trek products, including electronics and electronic accessories such as USB drives, headphones, mobile phone cases and selfie sticks. The program will also feature toys, puzzles, action figures, water toys, piggy banks, vehicles, plush, hats, T-shirts, sweaters, footwear, pajamas, socks, outerwear, jewelry, luggage, backpacks, bags and more.

Alibaba will also release posters and office supplies such as paperweights, pencil boxes, pencils, paper, stationery, writing tools, greeting cards and other paper products. In the outdoor and active goods category, the company will have skateboards, skates, protective gear and helmets. It will also offer a line of automotive goods such as car headrests, purifiers, decorations, cushions, seat covers, mats and steering wheel covers with Star Trek designs. Alibaba will also release a line of home goods, including bedding, bathroom products and home accessories.

In addition, China Film will launch a series of Star Trek accessories and collectibles. Mtime will roll out wearable and portable merchandise such as mobile phone cases, key chains and power banks, as well as drawstring bags and caps, drinking cups and cup toppers.

“This is a major milestone for the franchise and coincides with the Chinese premiere of the latest film installment, Star Trek Beyond, and of the celebration of Star Trek’s 50th anniversary,” said Liz Kalodner, the executive VP and general manager of CBS Consumer Products. “China obviously represents a massive audience and we’re looking to build the brand here in a significant way.”