ITV reveals This Morning licensing push

Flagship daytime show launches first ever range of merchandise.
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ITV Studios Global Entertainment has revealed the first ever range of licensed product for flagship daytime show, This Morning.

Meyer, Turner Bianca and Thompson & Morgan have all pledged support to launch a range of cookware, soft furnishings and gardening products.

Under the Prestige label, Meyer has created a line of cookware and kitchen products branded 'This Morning by Prestige'. The collection will be available from September, with Debenhams rolling it out to all 135 stores. Prices will range from £7.50 to £80.

Meanwhile, Turner Bianca has worked with the show to create soft furnishings under the Catherine Lansfield label including duvet covers, curtains, cushions and runners. It will hit Debenhams from February 2011.

In addition, Thompson & Morgan's This Morning patio kit has already proven popular.

"This Morning connects with over one million viewers every morning with lifestyle features which have a strong emphasis on 'making life a little easier'," explained Lee Bartlett, MD of ITV Studios. "Extending this much-loved brand into products that consumers can take into their own homes will help do just that.

"We are introducing consumers to a range of beautifully designed and easy to use products which offer everything they would expect from the This Morning brand."

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