Eat, pray, shop: From furniture to tea, 'Eat Pray Love' merchandise is boundless

LOS ANGELES -- There are plenty of opportunities to plumb the depths of your pocketbook, if not your soul, when the anticipated adaptation of a best-selling memoir hits theaters this month.

It used to be that children's movies were the ones that got the big product tie-in treatment. There would be matching toys and maybe T-shirts, plus the inevitable Happy Meal or other fast-food connection.

Soon, though, stores will be flooded with all things "Eat Pray Love."

Look for candles and moisturizing creams; jewelry, book marks and tote bags; a dedicated shop at Cost Plus World Markets featuring furniture, food and clothing inspired by the film; a branded digital reader pre-loaded with the book; a Republic of Tea blend; a line of designer clothing by Sue Wong.

"Eat Pray Love" follows author Elizabeth Gilbert, a 30-something magazine writer trying to escape an unsatisfying marriage and rediscover an excitement for life. She embarks on a yearlong trip around the world to find herself, indulging in food and pleasure in Italy, experiencing prayer and devotion in India and aiming to balance the two in Bali. She does a lot of eating and a lot of praying during her journey, though not much shopping.

In this undated photo provided by Dogeared on Aug. 2, 2010, a meditation wrap is displayed as part of a collection to go along with the movie "Eat Pray Love". (AP Photo/Dogeared) NO SALES

The book has sold millions of copies and been translated into dozens of languages. The film, which opens today, is directed by "Glee's" Ryan Murphy and stars Julia Roberts, Javier Bardem, James Franco and Billy Crudup.

Adapting such a popular book -- especially with women -- into a star-studded film makes it the ideal marketing opportunity for dozens of products, said Ryan Schinman, chief of Platinum Rye, an entertainment marketing company not working with "Eat Pray Love."

"Eat Pray Love" is a brand, he said, so products that partner with the film become associated with a beloved book as well as the movie stars who tell the story on screen.

"It doesn't have to be a Marvel or Disney film to have different products," he said. "The entire point of these tie-ins is for brand awareness or to sell more product," and that applies both to the partnering brands and the film itself.

Another bonus is that each licensed product helps advertise the movie, potentially offsetting the studio's promotional costs. Plus, big-budget, highly anticipated films such as "EPL" often come out during key shopping seasons, like Christmas and back to school.

That's why such studio-brand partnerships are on the rise.

"Twilight" boasts scores of associated items, including a cookbook, perfume, underwear, shower curtains, bedding, purses, jewelry, clothing, a Burger King connection and refillable aluminum bottles touting Team Edward or Team Jacob.

"Sex and the City 2" had its own branded vodka and jewelry. MAC cosmetics joined forces with Disney, not on a particular film, but to create distinct makeup collections linked with some of the studio's most popular villains.

Such partnerships work when the products and brands signing on as licensees have a natural connection to the movie or characters in question. Candles, journals and prayer beads make sense for "Eat Pray Love," Schinman said, noting "there's no 'Eat Pray Love' phone or calculator."

Creating a collection of "Eat Pray Love" jewelry, tote bags and bookmarks was "a totally natural fit" for Dogeared Jewels & Gifts, said founder Marcia Maizel-Clarke. The company is known for its delicate jewelry that promotes good wishes and positive affirmations.

"We love being associated with something that's so powerful, like the journey of this woman who found out who she was," Maizel-Clarke said. "The brand awareness for us is going to be great."