eOne Adds New Licensees for The BFG

LONDON: Entertainment One (eOne) has secured a number of new licensing partners for the upcoming movie The BFG spanning such categories as games, apparel and confectionery.

Blues is on board for leisurewear, while Winning Movies is working on a Monopoly board game. C&M Licensing is doing nightwear, underwear and socks, and Kinnerton has signed on for chocolate confectionery. These items are slated to launch in summer 2016. eOne has also appointed creative agency Imagin8 to handle cross-category FSDU solutions at retail.

Steven Spielberg's The BFG is a big-screen adaptation of Roald Dahl's classic children's book. It is due to make its theatrical debut in the U.K. on July 22. eOne manages the pan-European licensing rights for the movie, which it will be directly distributing in the U.K.

"We've had a tremendous response to The BFG from licensees and have assembled a strong lineup of partners across a wide range of categories," said Hannah Mungo, the head of U.K. licensing at eOne. "Excitement is beginning to build with the release of the film's first trailer last week, which kickstarts an eight-month marketing campaign that will make this one of the must-see movies of summer 2016."