Metrostar tapped to represent Call the Midwife

The award winning BBC drama will make its BLE debut as part of the Metrostar portfolio.
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Award-winning BBC drama, Call the Midwife is to make its BLE debut this year, as part of the Metrostar portfolio.

The show has recently been re-commissioned by the BBC for three further series, after a six-year run bringing in over ten million viewers per episode. The show also boasted the title of most viewed TV programme on Christmas Day 2016.

Previous Call The Midwife brand extensions, which have been managed directly by producers, Neal Street Productions, include a gift beauty range for Marks & Spencer and books based upon the series. Neal Street and Metrostar are seeking partners in a broad range of categories from gifts and stationery to partworks, homewares, calendars and cards.

“We’re delighted to be working with Metrostar," enthused Pippa Harris, head of film and TV at Neal Street Productions. "It is rare for a TV series to be commissioned for the next three years and we’re so pleased that Call The Midwife licensing partners will be able to benefit from that. I’m very much looking forward to seeing their ideas.”

Having previously handled the licensing programmes for Downton Abbey and The Great British Bake Off, Metrostar seems like a safe pair of hands for the popular brand.

“In addition to excellent viewing figures, Call The Midwife’s social media following in the UK, the US and Australia is very strong, especially amongst women," added Claire Potter, MD of Metrostar. "We know from our work with ‘Downton’ and ‘Bake Off’ that when this consumer group is engaged, we can generate excellent sales and we’re very much looking forward to working with licensees and retailers to bring products to market.”

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It was while she was working at the BBC, that Claire Potter realised the power and untapped potential in television brands: ?At the time, all of the licensing focus was on pre-school and many great family or grown up series were being overlooked,? she explains.

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