‘Lost’ leaves trail of tie-ins

Popular ABC drama rolls out new products

‘Lost’ and … well, more ‘Lost’

Forget product integration. ABC’s “Lost” has gone a step further, with what might be called product creation.

The hit sophomore drama has used the cultish devotion of its fans to launch related products within the series, including “Bad Twin,” a detective novel released by Hyperion Books, a sister division of ABC parent Disney. The twist: It’s written by a fictional author (Gary Troup, an anagram for “purgatory”) and filled with sly references that may or may not be clues to unlocking the show’s mysteries.

In addition, mock ads for the Hanso Foundation broadcast during recent episodes lead viewers to various Web sites that draw them further in to the “Lost” Experience, a game tied to the program.

The series itself, meanwhile, remains as impenetrable as ever, though recent episodes offered tantalizing new insights regarding the Dharma Initiative, another thread within the labyrinthine plot, involving sociological experimentation on humans .

So what is the Hanso Foundation? Short for Han Solo? Another anagram (“a nosh?”)?

Disney hopes auds won’t just stay tuned but will also ante up. Bookscan reports that “Bad Twin” had sold about 19,000 copies in its first 12 days — which isn’t, er, bad.

So ABC’s experiment on the possibilities of tie-in synergy continues, and thus far, diehard “Lost” enthusiasts appear to be chasing the cheese just like rats in a maze — or subjects of a Hanso experiment.

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