Raft of partners launching product for hit BBC1 show including apparel, cards and posters.

Mrs Brown’s Boys readies for licensing breakthrough

With the TV series still attracting high audience numbers, sales of two and a half million DVDs and a sell out tour, the licensing programme for Mrs Brown’s Boys is stepping up a gear, with a swathe of partners planning to launch product.

Handled by Rocket Licensing, the brand has already seen success in digital markets, notably through Voice Express’ ringtones and iPhone app which both emphasised Mrs Brown’s popular catchphrases.

The app was number one in the iPhone entertainment charts from December through to January, peaking at number four in the all-app charts with sales of over 40,000.

New licensed product due to roll out will include nightwear and underwear from Cooneen & Misirli; t-shirts and sweatshirts from Trademark; socks, hats, gloves and scarves from Roy Lowe; slippers from Brand International Group; and cardboard cut outs and face masks from Star Cutouts.

These will join mugs, keychains and magnets from Rock Off; sound and print cards from Danilo; posters, badges and magnets from GBeye; and DVDs from Universal.

"We knew from the start that Mrs Brown’s Boys was a clever, original and very funny property that would catch the imagination of many people," said Charlie Donaldson, joint MD of Rocket Licensing. "However, even we have been taken by surprise by the amazing viewing figures and the phenomenal strength of Mrs Brown as a brand.

"This is a show and a licensing campaign that has achieved a lot – and will achieve even more."

Conor Gibney, head of new media and merchandise at Mrs Brown’s Boys production company BocPix, added: "On TV, DVD, live and at retail the fans just can’t get enough of Agnes Brown and her family. And, thanks to the enthusiastic response of our valued licensing partners, the success story is now continuing at retail."

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