Gene Hunt licensing drive kicks off

Samantha Loveday

By Samantha Loveday

March 24th 2009 at 5:09PM
Gene Hunt licensing drive kicks off

With Ashes to Ashes returning to BBC1, Metrostar reveals first partners.

Metrostar has unveiled the first deals in the licensing programme for DCI Gene Hunt from hit BBC dramas Life on Mars and Ashes to Ashes.

Susan Prescott Games is launching a 1970s and 1980s trivia game (pictured), Danilo is developing a range of greetings cards and a calendar, while Push Merchandising will roll out a t-shirt line.

In addition, Metrostar is in discussions with a number of licensees in giftware and gaming and is hoping to announce further deals soon.

The deals follow on from the best selling books The Rules of Modern Policing and The Future of Modern Policing, published by Transworld in 2007 and 2008.

"A refreshing antidote to political correctness, DCI Gene Hunt has a way with words," explained Claire Potter, MD of Metrostar. "His first book - The Rules of Modern Policing - was such a success that we decided to develop a licensing campaign for him in his own right and made our first presentations to licensees at Brand Licensing Europe.

"We have been absolutely delighted with the response."

Series one of Ashes to Ashes attracted an average of 6.6 million viewers per episode, equating to a 26 per cent audience share. The second series starts on BBC1 in April.