Target Stages ‘Hunger Games’ Merchandising Promo With $999 Gold Pins, Other Merch

August 9, 2012 · Posted in M&E Daily, Today's M&E Connections 

By Terence Keegan

It may not be the year’s most extreme merchandising stunt around a Hollywood movie release (that would appear to go to the marketing of 10 gold-plated Dartz armored vehicles, with prices ranging from $500,000 to $750,000 each, in conjunction with Paramount’s release of “The Dictator” in May). But Target is looking to sell more than $200,000 in limited-edition, high-end licensed products as part of Lionsgate’s Blu-ray and DVD release of “The Hunger Games” in a three-day online promotion beginning Aug. 18th.

The retailer, which is marketing exclusive Blu-ray and DVD editions of the film, plans to sell the movie-inspired “keepsakes” on the Target.com website — including 100 14-carat gold replicas of movie protagonist Katniss Everdeen’s Mockingjay pin, for $999 each. In brick-and-mortar outlets as well as online, the chain is marketing other merchandise inspired by “The Hunger Games” including backpacks, lunchboxes, pillowcases, and life-size cardboard cut-outs of movie characters.

It’s all part of an effort to “immerse fans in the world of ‘The Hunger Games,’” says Ron Schwartz, Lionsgate’s executive vice president and general manager of home entertainment, in a statement.

Target’s deluxe Blu-ray and DVD editions of “The Hunger Games” feature collectible cases and 45 minutes of exclusive content. Other retailers, from Best Buy and Costco to Walmart, are also marketing exclusive premiums for the film (as reported by Variety).

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