Family Guy campaign moves up a gear

Samantha Loveday

By Samantha Loveday

August 12th 2009 at 9:38AM
Family Guy campaign moves up a gear

Cult comedy making inroads into licensing as show records highest audience figures on BBC3.

Animated cult comedy Family Guy has delivered its biggest ever audience to date on BBC3, with the licensing programme also continuing apace with new products rolling out across a variety of genres.

The show notched up 1.2 million viewers for the episode broadcast on Sunday July 19th (Source: Barb).

Fox L&M is now extending the licensing programme into new categories, while existing licensees in apparel, footwear and bedding continue to gain strong support from retail.

Bravado's teen boy-adult clothing is a top seller in entertainment and independent retailers, with the Evil Monkey and Stewie Evil t-shirts ranked in the best selling designs. The company is planning to launch a further two designs - Trust and Anarchy - this month.

Further listings in the apparel category have been secured by TDP for nightwear in Tesco, in-store from September. Brand International's Stewie novelty slipper is also being restocked by Play.com.

In addition, the Family Guy bedding line from Character World is now supported at retail by Express Gifts, Amazon and Play.com, while Underground Toys will soon be distributing The Promotion Factory's range of figurines. These include family members Peter, Lois, Chris, Meg, Stewie and Brian Griffin, plus Death and Quagmire. Later this year, the new refreshed versions of the Family Guy In Your Pocket voice key chains will be available.

New partners to the Family Guy licensing programme include Pedigree Books, which will be rolling out an annual across all Asda stores, as well as Borders and HMV, in time for Christmas.

Posh Paws has also recently been signed as the new gift partner, and is developing a line of barware, mugs and novelty gift items for launch in 2010.

Season eight of Family Guy will be released on DVD in November.

"Family Guy continues to grow its fan base and attract industry acclaim through its smart and explosively hilarious brand of comedy," said Carl Lumbard, SVP and MD of 20th Century Fox L&M. "Our licensing partners continue to create aspirational products that distil the show's comedic qualities and convert its performance on the small screen into retail listings and sales."