Talent push for Fremantle

Master toy deal kicks off licensing drive for entertainment show Britain's Got Talent.
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Britain's Got Talent is entering the licensing arena - with FremantleMedia Enterprises appointing Drumond Park as the master toy licensee.

The Got Talent format has been sold to 16 countries around the world including France, Germany, Portugal, US, UK and Australia. The original show, America's Got Talent, has sold to more than 100 countries worldwide.

UK audiences for Britain's Got Talent reached a high of 11 million. The show attained a market share 86 per cent above the ITV1 prime time for all viewers and 173 per cent above for adults 16-34.

The second series is scheduled for spring 2008.

Drumond Park will be rolling out The Game (£19.99) first off, which comes with a host of props to help with the contestants' performance. Other products due for launch include talent kits and musical instruments.

Key licensing categories for 2008 include publishing, promotions, confectionery and live events.

"Britain's Got Talent has captured the imagination of UK audiences and really brought variety back to the forefront of UK television," said Dominic Burns, FME SVP licensing UK. "We are immensely proud to represent this vibrant brand and excited to see it evolve in the licensing space."

Claire McCool, director of marketing at Drumond Park, added: "We are delighted to be working with FME on this phenomenally successful brand. Their dedicated licensing team is a pleasure to work with."

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