Gardening and television expert Alan Titchmarsh is become a licensed property, with ITV Studios Global Entertainment signing a five-year deal to expand his 'brand' across a range of consumer products.
The agreement is part of a wider deal with ITV that will see Titchmarsh present a new series of daytime and factual programming for ITV1.
The ITV team will begin discussions with potential licensees and partners at Spring Fair next week.
It is likely that a range of consumer products across the Alan Titchmarsh brand will be launched, as well as exploiting the IP of his programme brands through home entertainment and publishing.
"Alan Titchmarsh's brand has a unique resonance and authority with consumers," said Jean-Philippe Randisi, EVP and director of consumer products, ITV Studios Global Entertainment. "We're looking forward to building on existing activities to work with licensees to create a range of products for the gardening sector and beyond."