Licensing Link is joining forces with Passion Distribution to roll out a consumer products licensing programme for the TV show, Robot Wars.
A key target for the programme it to secure a master toy licensee that will develop themed play-sets, including the Robot Wars arena, vehicles and figures.
Publishing and apparel are also high on the agenda, which will be supported by a series of live events building on the success of the initiatives that supported the show’s relaunch in 2016.
“The amazing response of audiences to the new show has been fantastic and will drive the success of consumer product launches in a number of categories,” said Nick Rees of Passion Distribution.
“We look forward to working alongside Chris and Ian at Licensing Link to develop a licensing programme that will delight, engage and entertain Robot Wars fans of all ages.”
The campaign will focus on STEM (science, technology, engineering and maths) subjects, to help encourage fans into robotics and engineering.
Chris Taday of Licensing Link, added: “The new Robot Wars is an unqualified success, combining a bigger, and better format with the action and thrills that have always made Robot Wars so exciting to watch.
“The cross-generational appeal of the show means we are well placed to develop a portfolio of partners that will tap into the heritage of the iconic brand as well as engage with a new wave of youngsters.”