Dental News - Sunstar closes licensing deal with maker of Star Wars franchise

Dental Tribune International

Thu. 1 September 2011

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CHICAGO, Ill. & MARIN COUNTY, Calif., USA: Star Wars fans will soon have something new to add to their collection, as Lucasfilm, the company behind the multimillion-dollar franchise, has signed a licensing deal for a line of movie-inspired toothbrushes with Sunstar Americas. The toothbrushes will be available in U.S. stores early next year and feature popular characters and props like the iconic lightsaber, the company said on Wednesday.

The deal is part of a large scale marketing campaign for the re-release of Lucasfilm’s 1999 movie “Star Wars Episode I: The Phantom Menace”, the first of a three-part prequel to the original 1970s Star Wars trilogy. One of the highest grossing movies at the time after “Titanic”, the film is to be released in 3-D in February 2012.

Lucasfilm is not teaming up with a dental company for the first time. During the film’s original release, for example, the company closed license agreements with the US dental consumables manufacturer Colgate-Palmolive, among others.

In total, the Star Wars franchise has earned approximately $22 billion on merchandise since 1977, according to Forbes magazine.

Financial details of the new deal were not disclosed. Sunstar Americas has announced that the GUM Star Wars line will include manual toothbrushes featuring the company’s acclaimed Dome Trim bristles, as well as powered toothbrushes for children and adults.

The company’s other products, such as interdental brushes, dental floss and mouth rinses, are not part of the agreement.

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