BBC Worldwide Sets Dancing Plan

LONDON: BBC Worldwide is building on the success of the hit show Strictly Come Dancing with a range of consumer products due to hit stores this fall.

The merchandise plan will be timed to coincide with the launch of the seventh season of the popular entertainment show on BBC One and will target a broad range of consumers. A master gift license is in place with Zeon, which will roll out stylish back packs, shoulder bags, vanity cases, jewellery, purses and cosmetic bags, Glitter Balls and an iPod cover and earphones. Aykroyds and TDP Licensing will produce children’s and adult nightwear, and children’s outerwear, including dance daywear, will be created by Cohen and Wilks. Blueprint is also on board for stationery products, and Danilo will provide calendars and diaries. These latest deals add to a publishing program that includes 30,000 books sold from BBC Books, U Music’s Top 5 CD and workout DVDs from 2 entertain.

"I’m delighted that we are bringing the glamorous world of Strictly Come Dancing to our licensing portfolio," said Neil Ross Russell, the managing director of children’s and licensing at BBC Worldwide. "The recent restructure of our division, to include more emphasis on adult licensing, is driven by the opportunity that brands such as Strictly present. These are hugely popular shows and there is a demand amongst fans to be able to further their enjoyment of the brand away from the television. These new deals for Strictly Come Dancing are aimed at meeting that demand in order that we can deliver more revenue back to the BBC. The product lines are a really good reflection of the glitz and glamour that Strictly has come to represent and we look forward to (dancing to!) success when product launches later this year."

The season finale for the show in 2008 peaked at 13 million viewers, and the format has been licensed by BBC Worldwide as Dancing with the Stars to 30 countries around the world.

In related news, BBC Worldwide has clinched two new licensing agreements for its hit motoring show Top Gear. Wesco will introduce wall and alarm clocks, watches, gift sets, children’s watches, computer accessories and a torch, beginning this summer. Trademark Products has been awarded a clothing license for a range using the Top Gear logo over the next two years, also beginning in the summer.

Other adult brands being rolled out at BBC Worldwide’s merchandising arm include Planet Earth and Doctor Who. The company’s commercial director, Gavin Miller, noted: "BBC Worldwide is committed to building and sustaining profitable brands across our adult-focused BBC portfolio. The Top Gear brand lends itself to creative and innovative merchandise products which we’re able to exploit with forward-thinking licensees on board. Wesco’s range for Doctor Who has been a huge success so I’m confident the Top Gear lines will make just as much impact. I’m also delighted that Trademark are joining our list of partners, launching Top Gear into a fashion-led clothing brand."