Eight merchandise and licensing deals have been unveiled for tween musical drama, Britannia High.ITV Global Entertainment has joined forces with the licensee’s to create a range of clothing and lifestyle products. The firm hopes this will extend the tween popularity of the series into ‘must-have’ product.
The Britannia High consumer products collection features lifestyle and dress-up fashion inspired by the show’s six characters – including Lola’s ‘union flag’ dress.
Christy’s Group will produce fashion dress-up and union-flag dresses; Global Licensing will launch a range of fashion t-shirts and sweatshirts; SilverKnit has been bought on board for a range of teen and ladies nightwear, underwear and swimwear; Fashion UK will bring Fashion t-shirts to retail; Powerplay – Textiles are set to manufacture nightwear, t-shirts and underwear for tween girls.
JBI Footwear / Sutton Group have signed for lifestyle footwear, shoe accessories and multiples; Danilo Promotions will launch greetings cards and calendars and Panini will offer collectable photo-cards.
A list of 20 retail partners are also on board including Asda, Debenhams, Tesco, Mothercare, New Look, Next, TK Maxx and many more.
Aysha Kidwai, director of Merchandise & Licensing Worldwide at ITV Global Entertainment said:
“Britannia High is the #1 rating series in its primetime slot amongst all young people. We’ve worked closely with the licensee’s to deliver high quality product within a two month turnaround.
“We’re confident that the combination of the shows unrivalled positioning, fan base and beautifully fashioned quality products will be extremely popular with both the shows fans and the retailers”.
Set in a performing arts school, Britannia High follows six students as they strive to achieve dreams of musical and acting stardom, accompanied by a musical score directed by Gary Barlow from Take That, series creators David Ian and acclaimed choreographer Arlene Philips.
The news of the licences comes just a week after the first phase of International TV distribution deals for the series with Latin America, the Middle East and Australia.