Lost drive underway for CPLG

Samantha Loveday

By Samantha Loveday

February 28th 2008 at 10:17AM
Lost drive underway for CPLG

Start of fourth season on Sky One heralds kick off for hefty licensing programme.

As the hit Sky One show Lost returns for its fourth season, CPLG has revealed its latest licensing activity surrounding the mystery drama to Licensing.biz.

The company is currently targeting teen and young adult viewers and has been given a boost by some healthy ratings. When Season 4 launched on Sky One at 9pm on Sunday February 3rd it gained 1.14 million total viewers (based on live data), massively up on the channel’s prime time average.

Indeed, the show more than quadrupled Sky One’s average prime time total audience, and achieved an audience six times higher than its prime time average with ABC1 men and women aged 16 to 34.

In terms of the licensing programme, GB Eye will be distributing posters and badge packs, predominantly into record retail, as well as game, hobby and specialist stores and across some mass accounts (such as Woolworths).

Bon Bon Buddies has produced Easter egg and mug gift sets exclusively for Woolworths, while Star Images is distributing figures from McFarlane, which are again being sold into game, hobby and specialist stores. Finally, Titan is producing the official magazine.