Twilight “New Moon” wins LIMA License of the Year award

By Kim Palacios

“Twilight” is everywhere–not just in book stores and theaters but in fast food restaurants, and on confections, and on clothes. The franchise’s merchandising has been so effective as to win “New Moon” the International Licensing Industry Merchandisers’ Association (LIMA) License of the Year award.

Among high-profile co-brands were an exclusive clothing line at Nordstrom, a special edition DVD and other exclusive merchandise at Border’s, and a bundled merchandise deal with Burger King that included Team Edward vs. Team Jacob television spots. Yet, for every major co-branded product, there were five smaller ones. “New Moon” branded candies, action figures, jewelry, posters, board games, and other Twilight miscellanea also abounded.

Beyond the ancillary merchandise have been expansions on the books. The franchise authorized several official companions and guides, and undoubtedly profited from sold rights to use the brand for other literature to be written by outsiders. Multiply the success of aforementioned products by those developed and sold outside of the United states, and it’s no surprise that “New Moon” won the LIMA distinction.

The title was awarded last night at LIMA’s opening ceremony in Las Vegas. Other awards won for “New Moon” included one for Best Film, Television, Celebrity or Entertainment Program (which went directly to the franchise); also won was a Best Retailer award for Nordstrom’s “New Moon” program.

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