Licensors are looking beyond yogurt shops, donut bakeries, and hamburger chains for character and entertainment tie-in partners in the QSR and restaurant world. Pancake houses seem to be a preferred destination in 2018:
- Universal Partnerships & Licensing, Illumination, and Dr. Seuss Enterprises paired with IHOP for Grinch-themed pancakes, French toast, omelets, and hot chocolate to promote this fall’s feature film The Grinch. IHOP has partnered with Universal on other movies in the past, including The Lorax and Despicable Me.
- The World of Eric Carle and agent The Joester-Loria Group teamed with J.S. Pancake, a chain in Japan, for Very Hungry Caterpillar-themed apple pancakes, fruit drinks, and matcha parfaits featured at 14 locations.
- Earlier this year, Disney/Lucasfilm worked with Denny’s on four limited-edition Star Wars meals to promote Solo: A Star Wars Story. Breakfast items included Co-Reactor Pancakes, a Two Moons Skillet, and the Lightspeed Slam; there was also a burger meal. A few years ago, Denny’s highlighted The Hobbit in a high-profile breakfast promotion.
Meanwhile, Sanrio oversees a signature chain of licensed cafés in Asia tied to its character Gudetama; the restaurants sell Gudetama-themed breakfast items as well as entrées, baked goods, and beverages. Other Sanrio characters, most recently Bad Badtz-Maru, make periodic appearances as well. Gudetama’s connection to breakfast is a natural, of course; after all, he is “the lazy egg.”
Comments are closed.