BLE 2010: Loose Women toiletries inbound

ITV show to be emblazoned on body lotion, shower gel and body scrub
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ITV Studios has agreed to a licensing deal that will bring forth a range of merchandise for its daytime TV show Loose Women.

The deal will see marketing group W7 promote Loose Women themed toiletries to retail early next year.

Item for marketing include body lotion, shower gel, body scrub, hand cream and foot lotions, and W7 will target Mother’s Day and the Christmas holiday as ideal packed gift opportunities.

The goods are based on three themes inspired by the Loose Women brand; ‘indulge & pamper’, ‘naughty & cheeky’ and ‘uplifting & vibrant’.

Denise Penn, senior licensing manager at ITV Studios, brokered the deal.

A separate agreement will see the brand spread to personalised mugs and other gift ideas.

“Loose Women is one of the UK’s most popular and established daytime series and viewers have really taken the show to their hearts,” said Giles Ridge, head of licensing at ITV Studios.

“As a property, Loose Women lends itself perfectly to further exploitation, as the huge success of the books proves, so these latest licensing agreements are a natural step in the continued expansion of the Loose Women brand,” he added.

The new range adds follows on the heels of four accompanying books based on the series.

Loose Women: Here Come the Girls and Loose Women: Girls Night, have both sold well under publication by Hodder & Stoughton.

The latest book, Loose Women on Men, retails on October 14th.


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