20th Century Fox Consumer Products has expanded its portfolio - adding Ultimate Fighting Championship, National Geographic Channel and Fox Sports to its licensing mix.
With FCP strengthening its offerings for the key 18 to 34 age group, the firm is looking to build the programmes for UFC and its own Fox Sports brand.
UFC is the fastest growing sports organisation in the world. As the new official broadcast partner, Fox Sports will broadcast four fights annually on the network, while FX will be the new home for the UFC's signature series - The Ultimate Fighter.
The addition of the UFC to the Fox line-up has opened the door for FCP to build on the brand in key hardline categories including school supplies, collectables and gift among others.
Meanwhile, the National Geographic Channel is currently in over 83 million US homes and globally is available in 435 million homes in 173 countries and 37 languages.
In addition to pursuing location-based entertainment opportunities, the first targets for licensing are two of the channel's top shows - Doomsday Preppers and Brain Games. The shows will set the foundation for a strategy that will tap into individual programming, as well as the channel at large.
Finally, FCP will look to translate the essence of the Fox Sports brand - 'Same Game. New Attitude' - through a targeted strategy that will focus on original IP and new programming opportunities, including first signed deals with Jerry Leigh Apparel and Todd McFarlane.
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