Cartoon Network is ramping up the Adventure Time licensing programme as the firm closes in on its 100th licensee for the brand.
Over 46 million fans tuned in to watch the show in Q1 and Q2 2015 and as well as a flourishing programme in the UK, Adventure Time consumer products drives are doing well in Russia, Poland, Hungary and Spain, while Italy, France, Germany and Benelux are due to launch imminently.
Cartoon Network Enterprises has expanded its relationship with Dr Martens for a new seasonal collection of boots for adults and children. Spring/summer and autumn/winter 2016 collections are in the pipeline.
Elsewhere, Russian retailer TVOE is getting ready for the roll-out of its autumn/winter 2015 Adventure Time collection.
The Adventure Time programme is also growing through activations with other soft line licensees and in other categories.
Kidrobot has just launched a line of collectable figures in the US, with an EMEA roll-out planned to follow in 2016, while Primark, Springfield, Defacto in Turkey and Polish retailers LPP, House and Reserved Kids are currently pushing their collections for young adults and kids.
"It's fair to say that brands like Adventure Time don't come along very often," said Johanne Broadfield, vice president, Cartoon Network Enterprises, Turner Broadcasting System EMEA.
"It has that social currency that has enabled us to form the great and wide-reaching brand partnerships that we have to date and it possesses a coolness and credibility that connects organically with both partners and fans. Something tells us the adventure is just getting started."