×
You will be redirected back to your article in seconds

Walmart to sell exclusive ‘Alvin’ apparel

Merchandise helps Fox promote DVD purchases in-store

In a sign that studios are getting a little more creative in how they market their homevideo releases, Twentieth Century Fox has paired with Walmart to provide the retail giant with exclusive apparel tied to its “Alvin and the Chipmunks” franchise. Launch coincides with today’s DVD and Blu-ray rollout of “Alvin and the Chipmunks: Chipwrecked.”

Walmart will install large product displays inside 3,000 of its stores nationwide that promote the discs and merchandise. Ten of Walmart’s more heavily trafficked locations will get oversized displays that include a backdrop for families to take photos.

Retailer will back the product launch online through a boutique website (Walmart.com/Alvin) and on the company’s Facebook page with its 2.5 million likes, guaranteeing Fox considerable exposure.

Initial spring line of apparel for boys and girls includes T-shirts, pajamas, swimwear, sportswear and headwear from licensees Bioworld, Awake, SG Intimates, Isaac Morris, H.I.S International, and Berkshire Fashions.

Depending on sales, Walmart and Fox hope to extend the line through other seasons.

Given that Walmart is the nation’s largest retailer, the deal is naturally seen as a way to sell more DVDs and Blu-rays. Retailers have been eager to land exclusive merchandise in order to commit more shelf space and marketing dollars around product launches.

But with an exclusive line of apparel, Fox now has a way to launch new “Alvin”-related consumer products that hadn’t previously been available with each film’s release, and puts them in front of consumers year-round. The Walmart deal also gives Fox a way to put a spotlight on the Chipettes, which will be prominently featured in future films.

Fox has been trying to identify new ways to monetize the franchise after the first film didn’t have much product to support its release in 2007. “Before the first movie came out, the franchise was in a phase of re-establishing itself,” said Jeffrey Godsick, president of Fox Consumer Products. “It’s hard to have an extensive product line ahead of a movie unless it’s a sequel or is extremely well known.” The three “Alvin and the Chipmunks” films have generated more than $1 billion at the global box office for Fox and sold more than 35 million DVD and Blu-rays worldwide.

Deal with Walmart was brokered by Fox Consumer Products and Twentieth Century Fox Home Entertainment, along with Bagdasarian Prods., the latter of which is overseen by Ross Bagdasarian, Jr., the son of the “Alvin and the Chipmunks” creator, and his wife Janice Karman, who are the creative team behind The Chipmunks.

Popular on Variety

More Film

  • Bruce Springsteen arrives for the New

    Bruce Springsteen Returns to NJ Hometown for Surprise 'Western Stars' Introduction

    Bruce Springsteen returned to his hometown of Freehold, New Jersey to offer a surprise introduction to the first public multiplex viewing of his concert/documentary film, “Western Stars.” Dressed simply in a brown jacket, Springsteen took a moment to say a few words at the AMC Freehold 14 movie theater on Saturday night. “We knew we [...]

  • Backstage in Puglia del film SPACCAPIETRE:

    'Gomorrah' Star Salvatore Esposito Set For De Serio Twins' 'The Stonebreaker'

    Salvatore Esposito, the Italian star who plays young mob boss Genny Savastano in Italy’s hit TV series “Gomorrah,” will soon be hitting the big screen toplining upcoming drama “The Stonebreaker” by twin directorial duo Gianluca and Massimiliano De Serio, who are known internationally for “Seven Acts of Mercy.” The De Serio twins are now in post on “Stonebreaker” [...]

  • Angelina Jolie is Maleficent in Disney’s

    Box Office: 'Maleficent: Mistress of Evil' Tops 'Joker,' 'Zombieland'

    “Maleficent: Mistress of Evil” is on track to give Disney another first place finish after scoring $12.5 million in Friday’s domestic ticket sales. If estimates hold, the Angelina Jolie-led film should finish the weekend with about $38 million — well below earlier forecasts but enough to top holdover “Joker” and fellow newcomer “Zombieland: Double Tap.” [...]

  • Maelle Arnaud

    Lumière Chief Programmer Maelle Arnaud: 'Film History Doesn't Have Parity'

    LYON, France   — As the Lumière Institute’s head programmer since 2001, Maelle Arnaud helped launched the Lumière Festival in 2009 and has watched it grow in international esteem over the decade that followed. This year, the festival ran 190 films across 424 screenings in theaters all over town. The festival will come to a [...]

  • Girl with Green Eyes

    Talking Pictures TV: Bringing the Past Back to Life in the U.K.

    LYON, France – Since its launch in 2015, Talking Pictures TV has become the fastest-growing independent channel in the U.K. with a growing library of British film and TV titles that span five decades, according to founder Noel Cronin. Noel Cronin attended the Lumière Festival’s International Classic Film Market (MIFC) in Lyon, France, where he [...]

  • Wings of Desire

    German Heritage Sector Applauds Increased Digitization, Preservation Funding

    LYON, France  — Germany’s film heritage sector is celebrating a new federal and state-funded initiative launching in January that will provide €10 million ($11.15 million) a year towards the digitization and preservation of feature films. Rainer Rother, the artistic director of the Deutsche Kinemathek, outlined the plan at a panel discussion at the Lumière Festival’s [...]

  • 'QT8: Quentin Tarantino, The First Eight'

    Film Review: 'QT8: Quentin Tarantino, The First Eight'

    In one of the intermittent revealing moments in “QT8: Quentin Tarantino, The First Eight,” a documentary about the films of Quentin Tarantino that’s like a familiar but tasty sundae for Quentin fans, we see Tarantino on the set of “Pulp Fiction,” shooting the iconic dance contest at Jack Rabbit Slim’s. As John Travolta and Uma [...]

More From Our Brands

Access exclusive content