FME preps X Factor blitz

Licensing drive moves up a gear ahead of series six premiere this weekend.
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FremantleMedia Enterprises has revealed new licensees and products for The X Factor ahead of the premiere of the sixth series on ITV this weekend.

New partner Sistema will be producing insulated lunch bags, lunch boxes and drinks bottles, while Event Merchandising will be running an online shop with a range of branded gift items.

Current X Factor licensees Aykroyds and TDP Licensing will have new lines of girls' and ladies' nightwear, while Kinnerton will be rolling out products including an advent calendar and a mug gift set. In addition, stationery licensee Helix will have collections at Ryman's and Tesco this autumn.

Meanwhile, X Factor toy licensee David Halsall is also launching new merchandise this autumn/winter including musical pocket money toys and a microphone hairbrush - the firm has been nominated in the Best Licensed Toy or Games Range at this year's Licensing Awards.

Long standing licensee Clarity Vision has been producing karaoke machines since series one and will be introducing new versions for 2009, while Winning Moves will be revamping its Top Trumps playing cards and rolling out a trivia game.

"The X Factor licensed products allow fans to interact with the brand beyond the television show and outside of the broadcast schedule," said Lucy McCredie, VP of brand licensing and retail, UK at FME. "We work closely with our partners to create products that the whole family can engage with and we're always on the look out for new partners and ideas."

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