Ahead of Lionsgate’s upcoming release of The Hunger Games prequel, The Hunger Games: The Ballad of Songbirds & Snakes, the studio aims to further bolster the franchise’s licensing program in collaboration with IMG.
Set to hit movie theatres on November 17, 2023, and starring Tom Blyth, Rachel Zegler, Peter Dinklage, Hunter Schafer, Josh Andrés Rivera, and Viola Davis, The Hunger Games: The Ballad of Songbirds & Snakes marks the return of one of the most popular entertainment franchises in recent history. The franchise enjoys an impressive brand recall across generations, with an estimated 1/3rd of the US population having seen all four movies.
In deals facilitated by IMG, Lionsgate plans to launch The Hunger Games: The Ballad of Songbirds & Snakes-themed apparel with American Classics; costumes, costume accessories and a pet costume line with Rubies; and a range of eclectic movie-themed merchandise with Rubber Road, including collectible ducks, lamps, advent calendars and Christmas sweaters.
Lionsgate will aim to replicate the success of the consumer products licensing campaign to support John Wick: Chapter 4. Earlier this year, IMG unveiled the action franchise’s largest consumer products program to date with the offerings ranging from apparel and accessories to action figures and collectibles.
Gary Krakower, Vice President of Licensing for IMG, said: “Typically, movie licensing only allows for a short window to develop and market products to the audience. However, popular movie franchises like The Hunger Games give us the opportunity to build on their established legacy and popularity to engage with fans all-year round. We are excited to work with Lionsgate to revive the magic of the franchise among core fans, while also introducing it to new audiences for the first time”.
Lionsgate’s IMG representatives are present at the Licensing Expo at booth G144. To set up meetings or for more information on licensing opportunities, visit https://imglicensing.com/.
