New offering will cover over 30 licences in the range for launch.
Matalan is significantly expanding its activity and presence in the licensing space – launching a new Character Shop across its stores in September which will feature a wide range of licences.
The ambitious retailer already has a successful Disney business, working with properties including Disney Classics, Mickey and Minnie Mouse, Winnie the Pooh, Dumbo and Bambi, plus big name movie franchises such as Frozen, Star Wars and The Avengers.
It will now extend this by introducing a number of new licences including Paw Patrol, Trolls, Peppa Pig, The Secret Life of Pets, My Little Pony, Tatty Teddy, DC Comics and Pokémon.
Initially focusing on apparel, Matalan will offer licensed clothing from baby up to 16 years. It will also work more collaboratively with the homewares team to offer a more cohesive range across kitchen and dining, stationery, gifting and toys.
The Character Shop will have its own designated zone within the kidswear department, with all ranges being supported by POS, with the aim being to make it a destination for consumers.
Kate Callender, childrenswear buyer at Matalan, told The Source: “Matalan wants to own the family value retail sector and we feel that our licensed product can only complement and strengthen this offer for all members of the family.
“We want to become a trusted destination as a one stop shop for licensed product, as well as promoting a great family shopping experience.”
A robust marketing and communications plan is in place to support the Character Shop launch. Product will be featured in the September mailer and in the October Gift Guide, while this will be backed up with direct mail to Matalan loyalty card holders and emails timed with key franchise releases.
Social media will also play a key part, while character meet and greet events will take place in top performing stores during launch week, including store incentives for best performers.
Kate continued: “We are working with certain licensors on our online and app channel takeover where we host interactive content and downloads which will be really engaging for both parents and children. In addition to this, we have some really exciting activities at head office including character meet and greets, desk drop gifts, staff canteen menu takeovers and competitions to spread word.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.
