CULVER CITY, Calif. — Lanz of Salzburg has introduced a line of sleepwear to tie in with the new movie of the classic novel “Little Women.”
The group of nine sleepgowns is being produced under license for Sony Signatures, the merchandising arm of Columbia Pictures Inc. Columbia is releasing its remake of “Little Women” in December, and Lanz will sponsor in-store promotions at department stores to coincide with the opening. Customers will be able to register at stores to win tickets to preview screenings.
Sales projection for holiday selling is $500,000, said Christopher Scharff, assistant vice president and director of marketing at Lanz.
A spokeswoman for Columbia said the firm “felt the promotional opportunities were very good” for a line of sleepwear inspired by the classic story. She noted, however, that the sleepwear produced by Lanz is not being used in the movie.
“We approached Lanz, and they thought it was a wonderful idea,” said the spokeswoman. She added that sales of the sleepwear line are expected to build again in the summer when a video of the film is released. The movie’s stars include Winona Ryder and Susan Sarandon.
“We will be going forward with the line for late spring because we’ve received such great reaction from retailers,” said Scharff.
The sleepwear is being done in white cotton batiste and features full-length nightgowns, ballet-length nightgowns, sleepshirts and a pinafore. Detailing includes high-neck collars, lace cuffs, pink satin rosettes, pin tucks and crochet trim.
Wholesale prices run from $24.50 to $33.