Rambler and IRG are launching a network of shops selling movie characters from popular franchises.
Rambler Group, which owns the largest cinema chain in the Russian market, will launch a joint retail project with Inventive Retail Group, which develops re:Store, Nike, Lego, Street Beat and other stores. The first store under the Kinogeroi brand will appear in the Mega Khimki shopping and entertainment center in Moscow this fall.
Toys and accessories with logos of popular licensed characters will form the basis of the range of future stores. Part of the assortment will be made up of products from evergreen film franchises, which are always relevant, the other part will be made up of new heroes from premiere films. The creators of the network plan to create a trading format that will give visitors the opportunity to “take with them some of the emotions they have received after watching the film,” the presentation of the project says.
The Rambler Group notes that products related to the heroes of popular film franchises are designed for impulsive purchases by cinema visitors. At the first stage, the Kinogeroi chain of stores will be developed on the premises of the united chain Cinema Park and Formula Kino, which will be transferred under the single Kino Okko brand. The stores will operate in open spaces in the lobby of cinemas in the format of about 50 square meters.
According to the representative of Inventive Retail Group Tatyana Klimenko, the 70% assortment will include products related to the most popular movie characters, the rest will be made up of toys, accessories, books and other products related to cinema. According to the concept, the main audience of the new network will be children and teenagers.
In the second half of 2019, it is planned to open five test stores under the new brand in cinemas in Moscow and St. Petersburg. If the project is deemed successful, the partners will scale the network to all 76 Okko cinemas in 30 cities of Russia, as well as take it out of the network and launch it in other movie theaters across the country.