By Patrick Avenell

Universal Sony Pictures Home Entertainment Australia has appointed Crossmark to manage the merchandising of its film and TV content on DVD and Blu-ray in retail stores.

 “We are delighted to be appointed by Universal Sony Pictures Home Entertainment Australia to employ our retail merchandising expertise to deliver strategic growth solutions, through speed to market retail activations that have been developed in-house.”

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Interestingly, Yule makes direct reference to Crossmark’s use of the Apple iPad to promote its ability to merchandise Universal Sony products. Sony Australia, a sister company of Universal Sony, markets its own tablet called the Sony Tablet S.

“Using state-of-the-art iPad technology for real-time reporting in-store, our experienced field teams will be deployed to achieve effective stock management in hundreds of mass and grocery retailers across Australia.”

Paul Courtney, sales director at Universal Sony, said Crossmark are experts in merchandising.

“As a new business we are looking forward to working with Crossmark, who are clearly the experts at retail activations,” Courtney said. “I am excited to have Crossmark assist us to strategically navigate the changing retail landscape and ultimately work with our partners to deliver best in class execution for the consumer.” has asked Universal Sony to explain what a number of words and phrases used in the direct quotes in this story mean.

UPDATE: Universal Sony/Crossmark has replied with an explanation.