When Sex and the City 2 is released in May, the world will be bombarded with branded merchandise.
It's still two months away, but we already know there'll be a push for Halston Heritage product, Coty's SJP NYC fragrance, Cosabella's SATC underwear and loads of liquor brands hawking their newest pink cocktail.
Meanwhile, one of the companies producing product for SATC 2, Dogeared, has signed on to make books, jewelry and 'travel products' for Eat, Pray, Love.
That movie, starring Julia Roberts and based on Elizabeth Gilbert's book, doesn't come out until August, but Fred Segal and ABC Home have already picked up the collection. Dogeared told WWD, “We relate to the theme of a woman’s journey for self-fulfillment and happiness.”
A couple of weeks ago we mentioned a few inspiring movies, and yes, I really did cut my hair into a bob, but we've never ever been inspired to buy movie branded product -- even if we love the movie. In fact, if a movie's release prompts me to buy a book, I'll search extra hard to buy a copy without an actor's face on the cover and the thought of wearing underwear stamped with a movie slogan makes all of us very uncomfortable.
But someone's buying this stuff, are you?