From wine to clothing to tours, HBO and retailers have cashed in through the years with 'Game of Thrones' merchandise.
New York — From wine to clothing to tours, HBO and retailers have cashed in through the years with is not only a huge international show but also a massive business, with all sides hoping to pad the bank during the show's eighth and final season.
"It's certainly good to be lucky. But you don't get to where the merchandising programs are with HBO and what they've done withunless you have a true, point-by-point marketing and merchandising and retail strategy," said product and licensing expert Tony Lisanti.California-based Vintage Wine Estates has been making the officialwine for three years now, said Pat Roney, the company's CEO.
Some of those ideas resulted in fashion collaborations with companies like Adidas, who created the now hard-to-find"Adidas x Game of Thrones Ultra Boosts" shoes, as well as a collection with men's fashion designer John Varvatos. to know what deals HBO is striking so that those companies seek to obtain a lower fee," wrote Dr. Larry Chiagouris, professor of marketing at Pace University, in an email to the Associated Press.Aside from the chance to make money, there have been other benefits to retailers joining forces with HBO. Take Urban Decay's new makeup collection, for example.
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