Food firms keen to use the force of Disney’s Star Wars deal

19-Nov-2012 - Last updated on 17-Aug-2020 at 07:56 GMT

Star Wars characters may soon be appearing on food products

Food manufacturers wasted no time in exploring Star Wars licensing deals after Disney bought the rights from Lucas Films at the end of last month.

In an exclusive podcast for FoodManufacture.co.uk, Philippe Roucoule, who leads Disney’s food licensing team in the UK and Ireland, said the first manufacturer contacted him just five hours after the announcement was made.

However, while there will be undoubted licensing opportunities across the food sector, he said any deals and launches were a long way off.

Disney is planning on releasing a new Star Wars film in 2015.

Brand benefits

In the podcast, Roucoule also details what benefits a manufacturer can gain from having one of Disney’s characters or brands on its products.

He said the firm licensed “thousands” of products with a range of companies – including Arla, Calypso and Fresca. Listen to the podcast to find out more.

Also read the full interview with Roucoule in December’s edition of our sister magazine Food Manufacture. To order your copy, telephone 0800 652 6512.