Holy Cow There Is So Much Game of Thrones Tie-In Merch

Joseph Myers

Its knack for gripping storytelling and cast of “roughly 12 zillion characters,” as Vox wrote, have made “Game of Thrones” a can’t-miss component of contemporary pop culture. The public’s fascination with the show, which secured 17.4 million viewers for Sunday’s season eight opener, has bred considerable branding opportunities, and it seems that the amount of businesses looking for a boost via tie-in Game of Thrones merch could come to rival the aforementioned hyperbolic amount of people who appear on the program.

The show that has made the saying “Winter is coming” a ubiquitous utterance has caused companies to put an extra “spring” in their marketing strategies this month, as Game of Thrones, having long proven itself a major source of income for HBO, has compelled entities to believe they can ascend their fields’ revenue thrones. Now that the final run of episodes has commenced, viewers will certainly come to feel nostalgic by the May 19 finale, and they’ll also have their choice of, well, nearly 12 zillion co-branded options along the way. Here’s a small sampling of them:

These Adidas GoT-themed running shoes:

An extremely expensive John Varvatos apparel line:

Bobbleheads for every MLB team:

Mountain Dew’s magical cans that reveal a message when cold:

Urban Decay’s GoT makeup line:

Oreo’s limited edition cookies (and logo):

These designer purses:

And a whole lot more. From Vox:

Collaborations 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. There are also limited-run Mountain Dew cans that, when cold, reveal the names on Arya Stark’s kill list.

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.

When something maintains the attention that Game of Thrones has secured, it is always interesting to detail the variety present within the marketing concepts that are looking to sidle up to and cash in on the widespread enthusiasm. Ever since its 1977 debut, the “Star Wars” franchise has come to hold such sway, and it figures to add to that success come the Dec. 20 release of “Episode IX – The Rise of Skywalker.” If “Game of Thrones” has its way, though, the space saga will have some serious merchandise competition in 2019.

In looking at what the above companies have issued in conjunction with the fantasy drama, one can see that they are making good on their niche in their particular markets—especially Oreo, which has already proven its promotional marketing might in other areas. With five more episodes to go, it would be foolish to think that other companies will not soon join them in putting out irresistible items that make winter a perpetual joy.

Related posts