VEGAS 09: FremantleMedia ramps up Merlin licensees

FremantleMedia Enterprises (FME) has announced two new licensees for UK drama property, The Adventures of Merlin.
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Topps Europe and Danilo have both acquired licences for the property for the UK, strengthening FME’s plans to have a range of branded product available at retail to coincide with the autumn 2009 launch of the second series on BBC One.

Based on characters and creatures from the series, Topps will be creating sticker albums and stickers, and Danilo will be producing the image-led 2010 calendar.

These licensees join publishing partner Random House which is launching a range of books this autumn. Other licensees announced include Christy’s for dress-up, producing costumes for the lead characters including Morgana, Arthur and the Dragon.

Lucy McCredie, interim VP for brand licensing and retail at FME, commented: “The Adventures of Merlin is a tremendously exciting licensing programme and we are delighted to have both Topps Europe and Danilo join our first wave of licensees.

“Merlin has seen unprecedented broadcast sales around the globe and the licensing programme is following suit. With imminent broadcast launches in the US and China, it’s definitely one of the hottest brands on the market today.”

The firm is also in advanced negotiations with a master toy licensee and is also seeking licensees in stationery, apparel, bedding, back to school and a range of other categories.

Martin Carter, creative and licensing manager, Danilo, said: “Merlin has all the fantasy elements to make a great calendar, the photography and CGI animation are excellent and with it’s Saturday prime time slot and series 2 in production, we are confident it will be a success for Danilo.”

Chris Rodman, vice president, Topps Europe added: “Topps has a long history of working with the most successful licences and we are delighted to be able to add The Adventures of Merlin to our range of collections.

"We will look to launch a sticker collection this autumn, which will capture the magic and excitement of the series that has proved so popular.”

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