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Retailers use ‘New Moon’ to draw teens

Jeff Tyler Nov 20, 2009
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Retailers use ‘New Moon’ to draw teens

Jeff Tyler Nov 20, 2009
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Bill Radke: This could be a big weekend at movie theaters. The “Twilight” series returns with a sequel called “New Moon.” Producers hope the teenagers who made the first monster movie a hit will pour into theaters again. But Marketplace’s Jeff Tyler says it’s not just Hollywood that stands to make some vampire money.


Jeff Tyler: However it does at theaters, the latest “Twilight” installment is already popular with companies trying to connect with teens and tweens. Fans can find New Moon-themed meals and trading cards at Burger King. And Toys”R”Us has set-up what it calls “dedicated boutiques” — as in, dedicated to the movie’s merchandise.

Department stores Kohls and Nordstroms are also trying to use the movie’s cache to attract a younger clientele.

Kimberly Picciola: Typically at Nordstroms and Kohls, you know, they’re attracting an older demographic — the parents of the teenagers if you will.

That’s Morningstar retail analyst Kimberly Picciola. I asked her if the multiple merchandising campaigns might under-cut each other. She says there could be some isolated overlap for retailers.

Picciola: Hot Topic and Nordstroms might run into each other in certain malls.

But Picciola says the other stores involved target different demographics, clearing the way for them to ride the Twilight gravy train.

I’m Jeff Tyler for Marketplace.

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