Warner Bros. Consumer Products EMEA has announced the German chain Lidl as its destination European retail partner for Man of Steel.
Which means Lidl will be the store stocking official Man of Steel apparel, accessories, toys, publishing, food and personal care products across Europe, as well as massive co-branded promotions.
Which is an interesting decision.Lidl certainly has the European scope, with ten thousand stores across the continent, though only 5% of the UK market.But it's also a byword for cheap, end of the line, produce. It's a discount store. Now I shop there. Milk, eggs, flour, sugar, I dive in, and I always have an eye for a bargain – though I draw the line at their lobster. And in recent recessionary years, along with Aldi and Poundland, they have been increasing their business substantially.But it's a curious choice for a movie studio looking to push a high brand. For those, the likes of Tesco, Sainsburys or their Europe-wide equivalents would seem a more obvious and brand-worthy choice in terms of public perception.
UPDATE: And the first tweet out of the gate sums up my branding fears. And here's the German Lidl Man Of Steel trailer…