Coke's Wonderful 2010 Holiday Plan

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Get ready for Coca-Cola-branded It’s a Wonderful Life apparel, glassware and holiday gift items. Not this December, though. The beverage giant is partnering with Paramount to develop a line of licensed products for 2010.

The idea was born out of a brainstorming session within Paramount’s licensing department. They sat down and watched It’s a Wonderful Life again.

But this time they were looking for new ways to license the property for the film’s 65th anniversary. “We were looking for a way to reinvigorate the brand…we were thinking, who can we partner with in a program that would work seamlessly?” said Darren Kyman, executive director, marketing and retail development for Paramount Licensing.

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