US: New 90210 drive kicks off

CBS Consumer Products unveils worldwide licensing programme for spin off from hit Nineties show.
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With the new-look Beverly Hills 90210 due to air in the US on The CW from September 2nd, the first plans in the licensing programme have been revealed by CBS Consumer Products.

As reported on World Screen, initially the range will include apparel, cosmetics, fragrances, bags and school supplies, featuring images from the new series, plus retro designs from the original show.

US licensees signed up include LF USA (sleepwear, loungewear, underwear, t-shirts), distributed by the Giant, Briefly Stated and AME companies. FAB Starpoint will have backpacks, bags and back to school stationery, while Townley has cosmetics, accessories and nail products.

Product will start to roll out from early next year.

"90210 has quickly become one of the hottest television properties around the world," said Liz Kalodner, executive VP and general manager of CBS Consumer Products. "The global merchandising programme will capitalise on the buzz surrounding the new series, delivering trend-right products to fans who aspire to the 90210 lifestyle."

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