Having been a hit on BBC1 when it aired earlier this year, as well as notching up over half a million DVD sales and one of the most successful comedy tours in recent years, Mrs Brown's Boys is now getting the licensing treatment.
Rocket Licensing has kick started a global campaign which will see the sitcom - and its central character, Mrs Brown - launching into a number of categories. 'Mammy' is likely to be appearing on gifts, cards, calendars and t-shirts, with Rocket expecting interest from licensees to be strong thanks to repeats, a second series and a live tour, keeping the show in the spotlight through to 2012.
"Once in a while a concept and a character come along that really strike a chord," explained Charlie Donaldson, joint MD at Rocket. "The warmth, energy and wild humour of Mrs Brown's Boys have caught the popular imagination like few other comedy creations in recent years. We expect Mrs Brown to be as big a licensing hit as she has been on television, theatre and DVD."
Conor Gibney, head of new media and merchandise at BocPix, added: "The success of Mrs Brown's Boys has outstripped our wildest expectations. There is now enormous demand not just for DVDs but for a variety of merchandise related to the show and the central character. We are therefore delighted to be working with Rocket."