Children’s entertainment business, DIC Entertainment and Centerplate, the company controlling the food services at Javits Center in New York City, have partnered to create a cross-promotional campaign at this year’s Licensing Show.
The promotion is scheduled to run from today through June 10 and will gain exposure for DIC Entertainment’s Trollz brand during the show while also driving incremental business to concession stands. Concession stands will feature Trollz signage and table tents and employees will wear pins promoting the property. DIC will also distribute “trollers” (Trollz currency) at the company’s booth that will be redeemable for free drinks at the concession stands.
Trollz is a contemporary version of the Troll doll created 50 years ago. The new tween property merges the teen lifestyle with technology and magic along with wild colorful hair. Merchandise will be rolled out for back to school 2005.
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