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July 28, 2010

Eat Pray Love spawns attempt to license, market, profit

By T.L. Stanley on Wed Jul 28 2010

Eat-Pray-Love Fans of the Elizabeth Gilbert travelogue/romance novel Eat Pray Love might've wanted to wrap themselves in a paisley tunic, put Juti sandals on their feet and toss a prayer shawl over their shoulders while writing their own soul-searching prose in a colorful leather journal. Now they can. These items, most of them branded Eat Pray Love after the best-selling book and the upcoming Columbia Pictures movie with Julia Roberts, are available at Cost Plus World Market. There's a whole themed shop-within-a-shop, in fact, featuring copies of the book, Indonesian sarongs, handmade stationery, yoga mats, beaded necklaces, tea pots and meditation bells. (There's also a contest attached that sends winners trekking Gilbert's path through Italy, India and Indonesia). It's not the first time that an upscale adult-targeted flick has created licensed product and/or retail boutiques—see: Sex and the City, Moulin Rouge, Memoirs of a Geisha—but it's an especially clever partnership. The demo of boho World Market shoppers and Gilbert aficionados match up perfectly, and the promotion has just the right mix of function and aspiration. It can live with or without a hit movie. In a word: brilliant. (But don't bet against Roberts—the movie opens Aug. 13. Watch the trailer that recently launched on TV here.)


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