Adult lines key for Fox in 08

24, Prison Break and Halo all being pushed as company continues its adult focus.
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The licensing programmes behind live-action dramas such as 24 and Prison Break are gaining impetus, as Fox Licensing & Merchandising turns its attention to the adult sector.

At the same time as wooing the family audience with the likes of The Simpsons, Fox is pushing the adult genre after the two shows gleaned strong viewer ratings across Europe.

The 24 brand continues to grow - it is now on its sixth season - with Keifer Sutherland signing on as Jack Bauer through the 2008/09 seasons.

The largest brand statement so far from Fox has been the new 24-CTU branded stimulation drink from Cott Corporation, which launched in October. Other deals have also been signed in the apparel, food and beverage and toys and games categories.

Nikko has launched a range of remote control cars, based on three of the vehicles used in the series. These include the Mercedes Benz G55 AMG, Lexus GS 430 and Jeep Wrangler.

Hobby Games will be rolling out a line of card and board games for Christmas, while Press Pass will release a trading card game across Europe. In France, Cinereplicas has developed a collection of figurines, while Bon Bon Buddies has an adult after dinner confectionery trivia game for Christmas, with an Easter line also in development.

Finally, Bravado holds the t-shirt licence in the UK, while TV Mania (France) produces apparel and accessories.

Meanwhile, Prison Break is one of Fox's leading dramas worldwide, with Sky One currently showing season three in the UK.

Product highlights include t-shirts from Bravado, apparel and accessories from SWA (France), bedding from Glotex (France and Benelux), board game and stationery from M6 (France) and puzzles from Ravensburger (France). Also, within the publishing category, Titan produces a bi-monthly magazine, while Simon & Schuster produces companion books.

A video game is also currently in development.

Meanwhile, Family Guy is racking up the licensees including the likes of Kinnerton (food), Character World UK (bedding), PMS (amusement plush), Harper Collins (books), Danilo (calendara), Pyramid Posters and Sababa (toys and games).

Finally within the adult category, Fox is acting as the worldwide licensing agent for the Microsoft video games brand Halo. Deals already signed for the UK include Trademark (apparel), GB Eye (posters) and Danilo (greeting cards).

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