Marmite launches 'Marmite Shop'

by James Quilter, Promotions & Incentives 01-Dec-08, 10:25

LONDON - Unilever-owned Marmite has launched an online shop selling branded merchandise including homewares and clothing as part of an aim to maximise its licensing potential.

Marmiteshop.co.uk is selling products such as cycling tops (£45), toasters (£135), colouring books (9.99), Warhol-style prints of Marmite pots (£12) and Paddington Bear toys (6.99). The site was created by Digital Stores.

The aim of the site is take advantage of Marmite’s iconic status. In doing this it is following the examples set by brands as diverse as Guinness and Harley Davidson in selling licensed merchandise.

The launch of the Marmite store follows a spate of activity running through different media. In January it will be running an on-pack campaign offering consumers the chance to obtain a Marmite-branded Paddington bear.

Since last year Marmite has featured Paddington in its TV advertising. The latest ad features the furry Peruvian at a party giving people Marmite from a squeezy bottle.