Between the rumored cancellation of Community and well, just about everything else it screws up on a regular basis, NBC can’t do many things properly these days, except merchandise licensing. First, there was Ben & Jerry’s Schweddy Balls ice cream and now comes actual paper from Dunder Mifflin, the paper company which is the subject of the longest continually running documentary on U.S. TV, The Office.
Staples-owned Quill.com has struck a deal with NBC to sell Dunder Mifflin copy paper, which at $35 for a carton of 10 reams appears to be a decent deal (we don’t use much copy paper here so we’re just guessing).
Basically, you’re buying a box with the Dunder Mifflin logo and slogans like “Our motto is, ‘Quabity First’” and “Get Your Scrant on.”
From the Chicago Tribune:
The Dunder Mifflin deal is an example of “reverse product placement.” For decades, marketers have worked to embed their brands in the plots of TV shows and movies. Nowadays, they are seeing value in bringing to life fictional brands that are already part of pop culture. That can be far cheaper than building brands from scratch.
For its part, NBC will receive about 6% of the revenue from Dunder Mifflin paper sales.
Now if only they had done this a few years ago when the show was more popular — and when people still bought paper.
Quill launches Dunder Mifflin paper brand [Chicago Tribune]