Primark have responded beautifully to the recent frenzy surrounding their latest Disney merchandise, the Beauty and the Beast Chip teacups.
The teacups sold out at insanely high-speeds bringing fans and consumers to their knees leaving teary puddles behind them as they left the stores. In classic style 100s of the cups ended up on eBay for extortionate prices and there were fights and tantrums in store as desire for the cute cups hit fever pitch.
In lieu of more cups being released Primark have responded in typically satirical fashion releasing pairs of socks with the type:
“I wanted a chip mug but all I could get were these socks #Chipgate”
It’s a great example of how being agile at retail can reap results. Hijacking the popularity of one piece or merchandise push another. Not only that but its conversation worthy earning Primark 1,000s of social media hits.
The lesson here for licensors and licensees is that never has it been more important to be able to react quickly to what’s happening on the front lines of retail. Partnering with a studio agile enough to develop assets quickly (that look great and work) is crucial to capitalise on what’s hot and gaining traction with the fans.
A lesson that Disney and Primark have executed on beautifully.
