'Star Wars' Empire Reaches Entertainment Earth

Share this content:

Catalog retailer Entertainment Earth pushes new "Star Wars" figurines in its summer book, aiming to entice new enthusiasts to the franchise while satisfying the cravings of seasoned fans.

The 10 figurines were released earlier this year as Entertainment Earth, Los Angeles, celebrated its 10th anniversary.

"Now was the time to develop the characters as the opportunity to partner with Hasbro and Lucas Films came about," said Adam Pawlus, director of marketing and merchandise at Entertainment Earth. "Star Wars fans have been waiting for these since the movie came out in the '70s."

Mr. Pawlus was hired for the launch based on his history as a Star Wars aficionado.

The summer catalog is a 60-page book on standard-sized 8.5-by-11-inch glossy paper. The cover is titled "Entertainment Earth Times" and is designed to look like a newspaper. It displays the new dolls along with figurines from other pop culture icons like Muhammad Ali, Superman and 1980s pop group Devo.

Inside, the catalog is divided into sections such as politics, movies, "The Simpsons," femme fatales and -- the meat of the magazine at 17 pages -- Star Wars.

The new toys are characters seen in the original film as background characters. Six are lesser-known characters: R2-X2, R3-T2, R4-E1, R2-A6, R3-T6 and R2-Q2. Four are formerly nameless characters -- R2-C4, R2-M5, R4-A22 and R3-Y2 -- given a formal naming ceremony by the firm.

The characters were chosen based on criteria including staff and client favorites, factory capability and color. The brightly colored figurines were developed to attract children to the line. This strategy seemingly is working. Still, the main demographic remains veteran Star Wars collectors: men in their 20s and 30s.

The Exclusive Earth Star Wars Astromech Droids set includes all 10 figures for $74.99 retail.

More than 200,000 prospects were contacted about these new products through the firm's in-house list. Other marketing tactics employed include e-mail and search. The firm sends an e-mail newsletter with new-product updates and events four days a week to subscribers.

Affiliate links are another important marketing tool. Collectors read a handful of popular fan sites, and these sites list when new products come on the market. Mr. Pawlus cited this as a key communication with the firm's target audience.

More than half of the firm's business is done at www.entertainmentearth.com, but the catalog represents the rest.

"This is the most successful catalog to date," Mr. Pawlus said. "It is a great new way to find customers for a new kind of product."


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above