Co. to be exclusive retailer for '16 Wishes'
After attracting teens and tweens to its stores with exclusive merchandise tied to the “Twilight” franchise, Borders is turning to the Disney Channel to lure in more youngsters.The company has partnered with production shingle MarVista Entertainment to be the exclusive retailer to offer up 13 licensed products for “16 Wishes,” the TV movie that will bow on the Mouse House’s kid cabler June 25. Program will include the film’s soundtrack, T-shirts, calendars, necklaces, bracelets and keychains, a novelization and journals through a designated section within all Borders and Waldenbooks retail locations and at Borders.com. Additionally 200 stores will play the film’s trailer and musicvid in stores through the company’s in-store channel through the end of July. Many of the items feature pic’s stars Debby Ryan (from Disney Channel’s “The Suite Life on Deck”) and Jean-Luc Bilodeau (“Kyle XY”), who will make appearances at stores nationwide to tubthump the movie. “16 Wishes,” about a girl whose wishes come true on her sixteenth birthday, is the latest title from MarVista, which produces TV movies and other family fare for cablers. Agency Art & Science brokered the product and retail deals for MarVista one of the company’s largest promo and merchandise deals to date.