Growing audience figures bolster Family Guy licensing push - Licensing.biz

Growing audience figures bolster Family Guy licensing push

16 licensees now signed across seven categories; UK TV ratings hit all time high.
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Growing UK audience figures for Family Guy are adding strength to the franchise from a consumer products point of view, Fox has said.

In the UK, the new season nine episodes delivered an all time high of 1.5 million total viewers on BBC3. This ranked it the number one show with total viewers and adults 16-34 and a 25 per cent increase among adults 16-34 on prior season averages.

In the core category of apparel, Bravado continues to gain retail support for its t-shirt line featuring Stewie and Peter Griffin, gaining placement at Tesco and Asda, as well as long-term support from HMV and Play.com.

Additional apparel partners Somerbond (nightwear/loungewear), Roy Lowe (socks) and Brand International (slippers) are supported at retailers including Next and Tesco.

Further licensees include Character World (bedding), Peter Black and Posh Paws (gifts) and Winning Moves (Top Trumps). In the publishing category, The Hira Company covers college stationery, Danilo has greeting cards and calendars, Pyramid has posters and Pedigree has annuals.

"The impressive ratings on BBC3 for season nine solidify Family Guy's position as a successful long-term property and a unique brand amongst teen and adult males," said Carl Lumbard, SVP and MD, EMEA at Fox Consumer Products. "The appeal category is firmly established in the UK; we're now in the process of launching new categories and are confident that we can replicate the success of the established Family Guy merchandise programme in Australia and the US."

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