A band that sold records by refusing the mainstream now sells its mascot through it. Iron Maiden's consumer products programme has passed 110 licensing partners worldwide, according to Global Merchandising Services, the band's licensing agent.
The programme runs across apparel, collectibles, publishing and what the agency calls location based fan experiences, all of it built around the music and around Eddie. The retailers named include Target, Walmart, Hot Topic, H and M, EMP and Primark, which is a list that covers the specialist shops and the supermarket aisle in the same breath. The footprint is spread across North America, Latin America, Europe, Asia and Australasia through a mix of regional and international deals.
What a number like that measures is not record sales. It is how far a mascot can travel on its own. Eddie has been on the covers since 1980 and has turned out to travel further than most bands' music does. Chaoszine credited the figures to Blabbermouth.