Narcos licensing programme is all about 'racy escapism'

Robert Hutchins

By Robert Hutchins

October 31st 2017 at 2:48PM
Narcos licensing programme is all about 'racy escapism'

It's the latest Netflix original to hit the big time with an extended consumer products roll-out, but what exactly is Lisle Licensing's angle?

Racy escapism is the key tagline with which the popular series Narcos  will be building its licensing programme around.

Having already lined up a number of licensees across mbile gaming, board games and apparel, the hit Netflix series is expanding its consumer products line up under the guidance of the Lisle Licensing across the UK and Ireland.

The firm has outlined its plans to take the property into new areas of licensing such as accessories, gifts, greetings cards and food & drink, tapping into an the growing demand from the adult and millennial market.

Narcos is centred around Pablo Escabar and the cocaine-fuelled drug wars between US and Colombian officials and the Medellin and Cali cartels of the 80s and 90s.

“Subject matter aside, Narcos is based on the same premise that many cult classics and epic movies are based on: Good vs Evil,” Gayle Goldsmith of Lisle Licensing told Licensing.biz.

“There are villains and heroes, sad and funny moments. It’s fast-paced, action packed and often edge of your seat, nail biting stuff. The cinematic execution of the series, the cool characters and the retro clothing make for an aspirational brand-extension opportunity.”

Narcos is yet another Netflix original series to have hit the big time among older audiences, following in the same vein as the streaming service’s own Stranger Things.

Tackling the edgier subject matter of drug cartels within a licensing programme is no easy feat, and it is with a tongue-in-cheek approach that Lisle is looking to expand it current consumer products roll-out.

“The real hook here is the racy escapism to as far as possible from the mundane, nine to five lifestyle,” continues Goldsmith.

“The aspiration to high level success, however achieved, and the lifestyle which accompanies it is what’s desirable, and that is what Narcos offers.

“This is the focus for extending the brand outside the series. This can take many forms, from mobile games in which you build your own empires, maintain them and strive for success; to sophisticated lifestyle apparel with subtle hints of our good vs evil connotation.

“With partners already delivering mobile games, board games, calendars and apparel, we also see opportunity for accessories, gifts, greetin cards and food and drink, to name a few.”