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Game of Thrones merch has since expanded into fashion and beauty, too. They specifically sacrificed their logo for their love of the throne.” Which GoT Oreo are you? HBO “Oreo used the Game of Thrones font on the packaging, not the regular Oreo logo, so it’s the first time they’ve ever done something like that.
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“The Oreos came about out of a series of discussions about what different brands would do to show their love for Game of Thrones,” Peters explains. The series also has a new partnership with Oreo, which released limited-edition cookies with the insignia of the Targaryens, Starks, Lannisters, and the White Walkers.
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“It’s partly because Game of Thrones is a grown-up show with a grown-up audience.” “Our alcohol products have been a great halo thing,” he says. Ommegang’s Game of Thrones-branded beers have also been grocery store staples since 2015, and the brewery has just released a new golden ale titled, of course, “For the Throne.” Part of that success, surely, has to do with the popularity of GoT watch parties, and what’s a better host gift than an officially branded beer bottle?
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Though the company wouldn’t share sales data, Peters said some of the deals that were making the biggest impact were with alcohol brands like Johnnie Walker, which released a “White Walker” whiskey for the final season, as well as eight different scotches each named for the houses of Westeros.
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We were thinking about how to create the most impactful collection of products that will absolutely thrill our fans in the year and a half that we had to work with.” “We started working on when season seven ended. Jeff Peters, the VP of licensing and retail at HBO, tells Vox that Game of Thrones is the company’s biggest and most exciting portfolio. This is all in addition to HBO’s Game of Thrones licensing business, which has existed almost as long as the show itself. They’re part of HBO and creative agency Droga5’s “For the Throne” campaign, which also included a SXSW event, a partnership with the American Red Cross (asking potential blood donors “Will you bleed for the throne?”), and a worldwide hunt for six actual Iron Thrones hidden in various international locales. There are also limited-run Mountain Dew cans that, when cold, reveal the names on Arya Stark’s kill list. The planning process for marketing partnerships for the series’ final season began all the way back in the summer of 2017, after the end of season seven, and are just one piece of an estimated $20 million marketing blitz, according to the Wall Street Journal.Ĭollaborations range from Bud Light, whose Super Bowl ad this year featured the “Bud Knight” paying the ultimate sacrifice to infamous strongman The Mountain, to Shake Shack, which at one New York City location has a “secret” Game of Thrones menu that includes a burger and shake that can only be purchased if the customer orders them in Valyrian. Though Amazon, Etsy, and other online shops have been overflowing with merch - jewelry, coloring books, and collectibles like Funko Pop Dolls - since its premiere in 2011, brands have been preparing for the end of Game of Thrones for years, hoping to squeeze every last ounce of viewers’ dollars spent on the show. GoT Mountain Dew, which features the names on Arya Stark’s kill list. And as it prepares to air the first installment of its eighth and final season on April 14, a last-gasp breath of Thrones-branded products has pervaded both internet ads and grocery store aisles. Since its ascension from television show to cultural cottage industry, Game of Thrones has been one of the most merchandisable phenomenons of the 2010s. No, now even our sodas and cookies and makeup and sneakers are emblazoned with the imagery of the HBO television show. It isn’t enough that we can travel to Game of Thrones shooting locations, where we take tours that show precisely where each scene was shot and afterward purchase souvenir beer steins that say “I drink and know things” or other snarky quotes from one of Game of Thrones’s roughly 12 zillion characters.
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It is not enough that we can watch hundreds of hours of Game of Thrones whenever we want with a simple HBO login, nor is it enough that there are essentially an infinite number of recaps of these episodes available on the internet.