FremantleMedia Scores Further Licensing Deals on X Factor

LONDON, July 11: Ahead of the launch of the fourth season of
The X Factor on ITV in the U.K., FremantleMedia
Enterprises (FME) has lined up a host of new licensees for the show.

ScentUps UK has been licensed rights to produce The X
Factor-branded shower gel, lip gloss, body
shimmer, eau de toilette and perfume for both men and women. The toiletry range
will be available nationwide in all retailers such as Superdrug, Asda and The
Perfume Shop, beginning in the fall.

Kinnerton Confectionery Limited has been granted rights to
create a range of The X Factor
confectionery. A confectionery board game has been developed exclusively for
Marks & Spencer stores and Tesco has developed five exclusive lines
including an advent calendar, novelty shaped chocolate micro phones, chocolate
bars, popcorn in a collectible tin and chocolate truffles.

A deal with David Halsall will see a range of electronic
musical toys such as guitars, keyboards, drum machines and harmonicas available
at retail. And Global International Limited has also been granted rights to
produce palm-sized handheld karaoke and recording MP3 machines.

Juke boxes and fridge magnets from Steepletone Products will
also be available, as well as a branded DVD board game developed exclusively
for Marks & Spencer stores by Hallmark Cards.

Dominic Burns, the senior VP of licensing for the U.K. at
FME, noted, “We have evolved The X Factor to
become a true lifestyle brand that fans can interact with across multiple
platforms and in all areas of their lives. These products are designed to
appeal to all ages and demographics and we are actively looking to work with
more licensees to bring an even wider range of products to the market for
2008.”