Brand Consultant Named for Genie in the House

PARIS/LONDON: Moi j’aime la télévision (MJTV) and Helion Pictures have appointed John Collins to serve as brand consultant for the hit Nickelodeon UK show Genie in the House.

Working closely with MJTV’s Phil Ox and Helion’s Steven Bawol, Collins will look for ways to exploit the Genie in the House brand across merchandising and other media, including music and book publishing, video games, toys, homewares, stationery and education language learning. Collins is a brand and marketing consultant who has worked with leading companies in the entertainment sector. Having spent nine years at BBC Worldwide and Chorion, brand managing and marketing key properties globally such as Tweenies, Noddy and Mr. Men.

Currently in its third season, Genie in the House has been a success for commissioning broadcasters Nickelodeon UK and Canal J in France and has sold to 110 territories worldwide, including Italy, Germany, Belgium, Russia, Australia, New Zealand and across Africa and Asia. A trilogy of feature length films based on the show are currently being made, the first of which will start shooting in 2010 with release in 2011.

Ox, the managing director of Moi j’aime la télévision, said: “We are delighted that John is on board as a consultant for Genie as he has a wealth of experience and knowledge in licensing children’s properties. We have a striking new style guide which highlights the diversity of Genie and we are looking forward to rolling out the brand into new areas of merchandising.”

Collins added: “Genie in the House is an exciting property. The television show is an established hit, but the brand has yet to be exploited fully. We look forward to working with new partners to establish the brand across all media. The show has such appeal that we can even see it expanding into different areas with the potential of a live theatre show or a recording deal.”