Fox unveils Glee push

Samantha Loveday

By Samantha Loveday

June 14th 2010 at 2:21PM
Fox unveils Glee push

As hit series ends in the UK, firm reveals plans for video games, apparel, publishing and homewares.

The first season may have just ended in the UK, but with two more series to come, 20th Century Fox has taken the wraps off its licensing plans for Glee.

The firm will look to tap into the key elements of the show - music, dance, self-expression and comedy - and create products across a variety of categories including video games, apparel, accessories, bedding and publishing.

"Glee has hit a high note as one of the most attractive entertainment properties in the market today and Gleeks are embracing the show into all aspects of their lives," said Robert Marick, EVP of Fox Consumer Products. "The merchandise launch will allow fans to continue to engage and express themselves in ways that are core to the essence of the show.

"We've held back this launch in order to create an event at retail and to give fans the special attention they deserve in these products."

Fox has partnered with Konami Digital Entertainment for Karaoke Revolution Glee on Nintendo Wii. The game will let users sing alongside the characters, performing some of the most memorable scenes from the first season.

On the apparel side, meanwhile, Awake; Briefly Stated/LFUSA (sleepwear, loungewear and intimates); Accessory Innovations (bags, small leather goods); and Berkshire Fashions (headwear, cold weather accessories and hosiery) have all been appointed.

Awake's line of fashion apparel, t-shirts, tops, sweatshirts and jackets will launch exclusively at Macy's in August - remaining exclusive through the 2010 holiday period - while Claire's will debut its Glee jewellery in September.

Meanwhile, in the UK and Ireland, Smith & Brooks and BCI International will release various apparel lines this autumn, with a wider range due to launch throughout 2011.

In publishing, Little Brown Books for Young Readers will launch a Glee programme in the autumn, with the first in a series of Glee original novels and a deluxe gift book. To complement this, C&D Visionary will introduce stickers, patches, magnets, buttons and tattoos in the US and Canada.

Trends International, PC Woo and Sky High International have also joined the category, along with Hallmark.

In the UK and Ireland, Danilo will develop calendars and diaries, while GB Eye has posters, prints, postcards and tattoos. UK Greetings rounds out the stationery category with cards, gift wrap and bags, while BB Designs Europe will introduce mugs, cushions, lamps, clocks, umbrellas and other gifts.

Other licensees signed up include Griffin International (karaoke machines, boom boxes); Cardinal Industries (board games, trivia and puzzles); Franco & Sons (bedding); Added Extras and FB Beauty (cosmetics and bath products).

Fox Consumer Products also recently partnered with Dove Hair Care to promote Glee Live.