ITV Studios Global Entertainment is expanding its portfolio into the world of disco as it signs a deal to represent the Village People brand in the UK.
Having been appointed the role by PGS Entertainment, the firm plans to launch the first branded products to retail in Q4 of 2014.
Key category targets for the group behind hits like YMCA and In The Navy include apparel, gifting, homewards, stationery, back to school, video games, figurines, accessories, electronics and apps.
Trudi Hayward, SVP, head of global merchandising, ITVS GE, said: "It is a real thrill to be working with one of the most popular entertainment and style brands of the past half century.
"Village People’s hits and image are as fresh as ever and awareness is sky high. Backed by an excellent style guide and marketing strategy, the brand is perfectly positioned to make a major impact across the UK."
As well as 100 million records sold worldwide, 100 million views on YouTube and 10 million airplays, the Village People brand has generated a turnover of over $1 billion.