We have Finding Dory licenced products ranging across several departments in-store and are using these online and on the lease line in-store to attract traffic.
My experience with licences is that range is essential to success. A display unit of cards works okay but place it with activity books and other products and you gain more attention. It also helps you promote a range that is different to what other retailers may do.
The other move I have found helps drive success with licences is having more than one location in-store. There is good research supporting the importance of several touchpoints to guide sales success.
I have set up a Dory display and promoted on Facebook with the chance to win 2 tickets to see the movie. Popular so far and the movie hasn’t come out yet.
http://www.facebook.com/springwoodnewsagency
It does take a bit of organising to make sure everything is ready pre movie release.