APPAREL MONTH: Licensing move for EastEnders

First deal to produce official product since 2005 for soap signed with Blackstone Design.
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With the soap celebrating its 25th anniversary, BBC Worldwide has secured a deal with Blackstone Design for a range of men's and women's t-shirts based on some of the show's residents.

The deal marks the first significant move into licensing for the EastEnders brand.

Tees will be produced through Blackstone's Two Bucks and Tee & Cake labels, making lines for men and women respectively, and are being targeted towards key fashion retailers.

Initial designs - which feature some of the show's most well-known characters including Frank Butcher, the Mitchell brothers and Dot Cotton - will be available from March. BBCW is also looking at developing lines featuring Dirty Den and Arthur Fowler - one of the original 23 characters from the soap.

"Working with EastEnders, which already has such a rich heritage and following, brings us some fantastic opportunities for developing apparel," said Cassie Allen, licensing manager at BBC Worldwide. "The imagery for this line brings together the essence of the show through the characters, along with the retro appeal that's driving the market right now.

"We've had strong interest from retailers so far, and we're confident that these t-shirts are going to be a big success."

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