By Charlie Laughtland
BDA blog editor

Sink your fangs into this.

“True Blood” is fast becoming both a ratings and merchandise bonanza for HBO.

The vampire drama’s fourth season premiere last month matched its series-high performance of 5.4 million viewers—a 6 percent rise from last season’s premiere.

Now comes a Variety report that the cable hit’s DVD sets continue to perform well in a down market and other “Blood”-branded products are a sensation with fans.

"We have fans that are really dedicated to this show," Courteney Monroe, executive VP of consumer marketing and digital platforms for HBO, told Variety. "The key is really to choose items that fit the brand … because the fans will sense right away if something isn't a good match."

Consumers can browse and buy “True Blood” apparel, jewelry, drinkware, posters, books and other collectibles on HBO.com. Retailers are also pushing the brand, from high-end handbags and V-Moda headphones to specialty makeup lines.

This fan base clearly isn’t scared off by sex, violence or high prices.

"It can be like a trophy for some people," Liz Henderson, who runs the fansite True-Blood.net, told Variety. "If (fans) feel something will get them closer to (the ‘True Blood’) experience, they're definitely going to be interested."

HBO enlisted BDA to build a custom webstore specifically for its internal groups and partners. In the few months the employee-facing site has been live, the “True Blood” brand has accounted for a majority of the sales.
Along with shirts, hats, mugs and notepads, the store sells Tru Blood Beverage by the case. The bottles are exact replicas of the “synthetic blood” drink featured on the show, only the contents are made from blood oranges.

Tart and tasty, we’re told.

“The B2B e-commerce site is just one of the ways we drive value for clients like HBO, who own an impressive portfolio of brands,” said Jeff Kern, head of BDA’s LA-based entertainment division. “We source and develop custom products at a range of price points and turnaround times which are used as VIP gifts, limited-edition collectibles, sales incentives and event giveaways. Merchandise allows people to touch what they see on TV and in the movie theater.”