Merchandise and sponsorship deals
In 1997 the Spice Girls capitalising on their fame through a multi-million dollar phenomenon of merchandise with over twenty in total official products, included Chupa Chups, Walkers Crisps, Cadbury Chocolate, Polaroid, Impulse Deodorant, Aprilia Scooters, Domino Sugar, Spice Girls Dolls, a PlayStation video game, Channel Five (UK), and signed contract with Pepsi for earned over £5 millions (US$10 million) for the all group. The Spice Girls has produced over £300 million worldwide (US$ 600 million) for merchandise in 1997.
At the height of the 90’s Spicemania, stores could not keep up with the demand for products. In addition, endorsed by the group, were created several official and unofficial products by numerous low-end manufacturers hoping to capitalize on the phenomenon, including clothes, stickers, postcards, pens, bags, shoes, watches, caps, cosmetics, toys, food products, mugs, backpacks, magazines, books, videos, etc.
The group was greatly criticized by the press for selling out to a number of worldwide brands in the Summer of 1997, they were accused of over-exposure and of signing too many sponsorship deals with big businesses. The Spice Girls launched the video of Spice Up Your Life where they parody the number of sponsorship deals signed, in clear reaction to the press who criticized the group.
- Cadbury Chocolate: Several chocolate bars, assorted boxes and holiday confectioneries featuring the girls individually or as a group were produced.
- Chupa Chups: Different tins filled with assorted lollipops featuring a different girl were among the many products released, but the most widely produced was the “Fantasy Ball” Chupa Chups with six different packages each featuring a collectible sticker. In addition, Pushpops, Crazy Dip, and toy microphones were also produced.
- Walkers Crisps: In this promotion, over 51 different packaging designs created, with 10 for each member, plus a group package.In addition, the girls starred in two different television adverts for the products.
- Pepsi Cola: In early 1997, the Spice Girls signed a multi-million sponsorship deal with Pepsi, for earned over £5 millions (US$10 million) for the all group. The girls were featured on several cans and bottles of Pepsi throughout Europe. Promotional give-aways included collectible drinking glasses and a music single, “Step to Me”. In addition, the girls also starred in three different television adverts for Pepsi all featuring the song “Move Over (Generation Next)”.
- Spice Girls Dolls: Were released by Galoob Toys in 1997, became a huge hit during the Christmas seasons become best-selling dolls testified.
- Polaroid: A regular Polaroid instant camera with a pink-and-purple shell and Spice Girl badging was produced along with a Spice Girls branded disposable Polaroid camera and flashlight. Each of the girls filmed a television advert promoting new types of Polaroid-brand film (i.e. black & white, writable, etc.), in addition to making a group advert.
- Impulse: The girls launched a fragrance known as “Impulse Spice”, In addition deodorant and shower gel products were also produced. One television advert was made for the product.
- PlayStation: “SpiceWorld”, a video game featuring computer-animated cartoons of the girls was developed in 1998.
- Aprilia Scooters: 5 different scooters, each promoting a Spice Girl, were created and marketed as the “Spice Sonic Effect”
- ASDA Supermarkets: British supermarket chain ASDA, created over 40 different Spice Items for Christmas 1997 developing goods such as party supplies, official merchandise, and even Spice Girl branded kids meals in the stores’ restaurants. Signed contract with ASDA for earned over £1 millions (US$2 million)
- Tesco Supermarkets: A two-part television ad campaign celebrating Christmas with the Spice Girls aired in 2007, been paid £5 million (US$10 million).
- Channel Five (UK): The girls appeared in promotional print ads, recorded a song (1,2,3,4,5!), filmed a music video and launched Britain’s fifth terrestrial television network in 1997.
- Domino Sugar: The Girls promoted the sugar with a sponsor of their North American tour, with clips being played before shows and during intermission on video screens.
- Target Stores: American discount retailed was one of the largest suppliers of official Spice Girls merchandise in the United States, usually devoting an aisle to products such as bikes, school supplies, party supplies, and toys.
