US: Bold and the Beautiful fashion drive launches

Stone America to develop home, apparel and beauty products for CBS series.
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CBS series The Bold and the Beautiful is teaming up with Stone America to launch a line of fashion lifestyle merchandise, including home, apparel and beauty products.

The Emmy award winning series - which has been running for 23 years - focuses on the lives of a Beverly Hills fashion dynasty. It is watched by more than 35 million viewers a day in over 100 countries and is the most watched series in its genre worldwide.

PAID, a one-stop brand management company, is working with The Bold and the Beautiful team on the licensing of the property.

"The Bold and the Beautiful imprimatur has become recognised worldwide," said Rob Stone, president of Stone America. "To be able to capitalise on that recognition by launching a strategically coordinated fashion lifestyle program at retail will surely be a success at all levels."


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