’50s sitcom I Love Lucy to grow licensing efforts with CBS Consumer Products

CBS Consumer Products has outlined its plans to develop a licensing programme for the still popular 1950s sitcom, I Love Lucy. The firm has partnered with the I Love Lucy estate Desilu, too, LLC for the venture.

Desilu, too, LLC was created by Lucie Arnaz and Desi Arnaz Jr in order to manage the estates of their parents, Lucille Ball and Desi Arnaz. The team will now be working alongside CBS to expand the awareness of the I Love Lucy programme through product lines and experiences.

I Love Lucy has previously been named ‘The Funniest Show of All Time’ and today is still adored by audiences across the globe. The fandom has made both Lucy Ricardo and the eponymous series television icons.

The partnership will now bring all-new creative and style guides that celebrate the characters and moments from the long-running sitcom to product lines across all major categories. This new collaboration embraces a wider appreciation of the elements associated with one of television’s most endearing series.

The expanded I Love Lucy merchandising programme will kick off with new fashion and beauty collaborations in 2020. Drawing on Lucy’s vintage spirit and style, luxury cosmetics brand Bésame Cosmetics is launching a new makeup programme, while retro clothing brand Unique Vintage debuts an apparel collection inspired by the iconic character.

The collaborations will join the popular I Love Lucy Funko figures that were released in late 2018.

“For many years, we have been proud of the relationship we have had with CBS Consumer Products,” said manager Lucie Arnaz, “and now with our newly defined partnership and the addition of a third generation of our family (granddaughter Katharine Luckinbill Conner), we look forward to further developing our joint brand in the tradition of fun, inventive and inspirational products that bring joy to fans of all ages throughout the world.”

Veronica Hart, EVP, global franchise management, CBS, added: “Nearly 70 years after its debut, I Love Lucy remains one of television’s most beloved series, and Lucy herself is an iconic character whose antics and ambition have stood the test of time.

“We are looking forward to working with Desilu, too, to bring Lucy to both longtime and new fans around the world with innovative and stylish new product collections.”

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