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Fremantle Media

Positioning

Danger Mouse Brand Extension

Extending entertainment IP into consumer products requires more than putting a character on merchandise. Danger Mouse needed a structured product and retail framework that could expand the brand commercially while remaining recognisable.

Saving the world is good. Shelf space helps too.
Problem

Entertainment IP required successful consumer product expansion.

Approach

Brand extension framework and tiered retail positioning for licensed product rollout.

Outcome

Expanded commercial footprint and strengthened brand visibility.

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"Harriet translated the character and British heritage of Danger Mouse into a commercially credible product platform for adults,  opening up new category opportunities without losing what made the brand distinctive."

Fremantle Media

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