eCommerce
Paramount Embarks On Unified Ecommerce Site For “Star Trek,” “Yellowstone,” And More Merch (Exclusive)
Paramount Global is launching a mountain of goods with the launch of a new unified e-commerce storefront for its portfolio of brands and franchises.
From Paramount Pictures, CBS, MTV, BET and Comedy Central to Nickelodeon and Showtime, from top gun, transformers, The Godfather, yellowstone, star trek, The daily News And survivor To SpongeBob SquarePants, Paw Patrol, Teenage Mutant Ninja Turtles, Beavis & Butt-Head, South Park, Yellow jackets, clueless And mean girls – The entertainment conglomerate brings consumer products across its diverse brands, franchises and hits together on its first unified e-commerce platform, ParamountShop.com. The site launched on Wednesday with the tagline “Where Products Are Paramount.”
More from The Hollywood Reporter
Having previously offered products through a number of its own stores, including an MTV, a star trek and a yellowstone shop, in addition to its retail store presence, the Company has now created an online shopping window for goods, namely more than 7,000 items representing more than 125 content brands.
This marks an evolution for the Hollywood conglomerate’s Consumer Products & Experiences division as it puts the spotlight on Paramount’s franchise portfolio, which CEO Bob Bakish’s management team has been promoting, including in a new branding campaign titled ” Popular is Paramount. The move also fits into the company’s increasingly international mindset and adds another direct marketer to its arsenal. Like its streaming service Paramount+, it showcases various brands under one roof, in this case with a focus on merchandise.
Paramount+ launched with the promise of “a mountain of entertainment” – a nod to the iconic mountain in the Paramount logo. Products exhibited on the site include such as top gun T-shirts and hats that star trek three dimensional Chess Game, drunk story cups and mugs, a yellowstone Edition of Monopoly, a Teenage Mutant Ninja Turtles pizza cutting board, Paw Patrol stuffed animals etc South Park Cooking aprons and beach towels. The Star Trek tricorder, on the other hand, “is coming out later this spring,” the company said. (The tricorder is a fictional handheld device used in the star trek Universe to perform environmental scans, record and analyze data.)
Paramount described the new shopping site as its “first global direct-to-consumer e-commerce site featuring products across its intellectual property (IP) portfolio” with a “simple and thoughtful” customer interface.
“Paramount Shop plays a key role in Paramount’s cross-platform ecosystem as a new point of contact for consumers to discover products that reflect the company’s beloved content and culture-defining brands,” said Pam Kaufman, President and CEO of Paramount Global, International Markets and Global Consumer Goods & experiences in one statement. “It’s so exciting to have a site that offers a seamless and engaging consumer experience that allows fans to shop across our portfolio of brands.”
Kaufman also told The Hollywood Reporter how the company’s renaming from ViacomCBS to Paramount Global about a year ago helped create the new e-commerce opportunity. “Before, we just didn’t have the name or umbrella for all of our intellectual property.”
The website allows the company to deliver to many countries around the world from day one. In addition to the US, Paramount also offers localized versions of the site in Canada, the UK, and Germany, and plans to bring such localized sites to additional markets over the course of the year.
For Hollywood companies, consumer products have long been a way to deepen consumer engagement and passion for key content brands and characters while generating additional revenue. License Global’s list of top licensors by retail revenue for 2021 was led by Walt Disney Co. with $56.2 billion, with Paramount taking 10th place with $6 billion. However, retail sales do not match the revenue of content companies. Typically, they receive a royalty from companies wanting to use their characters on toys, clothing, home goods, and the like, along with a revenue cut on products sold.
Click here to read the full article.
